This isn't quite a deal anyone's planning to jump at, however, since the phones themselves are likely still locked to the AT&T network. Not to mention that you've got to already be an AT&T customer, and they're only selling one phone per line that you've already got. Which means these phones are... for Grandma, who doesn't want a contract and can't make it to the store herself? Businesses might be interested as well, we guess, but for most of us, it's still cheaper to just buy the phone and sign the AT&T contract (assuming that you actually want to use it as a phone).
What it does likely say, however, is that AT&T is expecting an iPhone hardware upgrade, and wants to clear out as much of the stock they've got now as they can (to suckers who are willing to pay more).