Upgrade Fee ??

I have been a Cellular South customer for 11 years now. I have always been given the option to "upgrade" my phone at contract price as long as I have fulfilled at least 12 months of my 24 month contract. I attempted to purchase the new Samsung Galaxy S Showcase recently and was informed that not only did I have to pay the $250 advertised price, but I also have to pay a $120 fee for upgrading my phone, thus making the phone $370. They will, however, take $40 off the $120 if you turn your current phone in. I sent a message to TextCS and I was told that this applies to the Galaxy S only, however, went I went into the store to purchase the HTC Desire, I was told by the cell rep that the upgrade fee still applies. Is this something new that all cellular carries are now pushing? Is Celluar South losing money and having to regain profit by charging this extra fee? Any input would be appreciated.