I used to do that about 10-15 years ago. I think the subsidies got to be not as good around the same time that phone prices rose sharply. Whereas you might have previously paid $200, and gotten a $500 subsidy for a $700 MSRP phone, now that $500 off a $1000+ MSRP doesn’t seem like as good a deal. I think they also widened the pricing gap between the prepaid and post paid plans, and/or started offering “discounts” for BYOD plans. Seems like the last couple upgrades the cheapest option for me now is to just buy the phone outright and then find a cheap plan.
For anyone in Saskatchewan, check out LUM mobile. It’s a Sasktel run MVNO that actually has a unique pricing structure that’s pretty competitive.