I've been pondering this very question for a few days now. Basically, Huawei did what Motorola did in markets like India or Xiaomi did in China by selling their devices straight to consumers through their website. It's understandable why they had chosen to go down this route since it is cost effective and poses less risk compared to other, more traditional approaches. Particularly for a company that's having their first attempt at a new and highly competitive market. However, while I'm in no doubt that the Ascend Mate 2 offers a great value for $299, if Huawei's goal was to shake the off contract market, I wonder if the Mate 2 is the right device since $299 is still more than what most consumers pay up-front for their subsidized phones. The thing is, Huawei actually has a sub $200 phone with specs that are competitive to Motorola's Moto G, the Honor 3c. In Malaysia, Huawei is selling this 5inch 720p quad core A7 phone online for 499 RM (around US$150). Do you think US consumers would be more inclined to consider buying a Huawei if they had offered the $150 Honor instead?