I'm not sure if every product is like this but specifically on iPhones, I noticed it's so trivial to get pricing on AppleCare for devices. If you click learn more you get led into a page trying to pitch all the benefits. If you click on a phone then you have to pick a carrier, etc. etc. Why isn't pricing displayed transparently on the product page when you click on an iPhone? This is an integral part of trying to determine the trust cost of ownership of the device and making it so trivial to get the information may be opting people into just passing on it.