What If All Cell Phone Companies Didn't Suck?

I don't like to admit it, but I went into a shopping mall last night. In that mall I saw 6-7 different cell phone kiosks within 200 yards of each other. But here's a question: Why are they all such a rip-off? What if somebody started a cell phone company that didn't suck? One that...ahem...would replace your phone with the bike jersey pocket-sweat-corroded battery for free? Cam's experience validates my belief.