Reviews always banging on about the sim-free price when most people pay monthly and don't give as hit.
Two things.
Firstly, granted "most people" probably do just opt for a contract, but El Reg readers? Particularly for personal phones? I suspect a lot more commentards go SIM-free than you might expect.
Secondly, quoting the recommended SIM-free price is the only easy way to compare prices because the cost with a contract varies an awful lot more, thus it is better to compare (say) a £500 Honor with a £700 iPhone SIM-free than those same phones, one on a 24 month contract with O2 and the other on an 18 month contract with Tesco (or whatever).
M.