Here's a copy of the important sections of my chat log.
Turns out you pay more than the price of the iPad in extra fees to get it than its retail price.
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You really should have come to this site first and read about the promotion fist. You would have been fully educated on the promotion and not surprised by anything then. You also could have signed up through one of the DIRT members here.
Basically the promotion is: You can either get the monthly discounted price for programming for the first year, savings depend on the package you have. If you decide to take the iPad then you decline getting the monthly discounted price for programming. It's a trade off.
If you went with the AT120 you get $20 off per month for the first year which totals $240.
If you went with the AT200 you get $25 off per month for the first year which totals $300.
If you went with the AT250 you get $30 off per month for the first year which totals $360.
I believe Dish is valuing the iPad at $300 retail. Interpret the promotion how ever you want but it is not a scam and some people actually consider it a good deal. It all depends on your thinking, do you want more savings over a period of time or do you want a product right now. Some people want things right now! this is a pretty standard marketing technique and a pretty good one at that.