Do you know whether it will be available online as well? Did you talk to someone in the store or did you get the paper ad? Are you sure it not for $129? It says so online.
I spoke with the person manning the cell phone booth. She said the information was only released to her a few hours before closing. Unless she was lying to my face (twice), all carriers for $29. She was in a rush to close up, so I didn't get a chance to clarify whether that meant only new customers or upgrades, but I'll take my chances and assume both.