You can't really blame the reps for this, as part of our job is to activate the phone. I mean, how many people want to make ANOTHER trip to the store to activate their phone? Yes, for those of us with cell phone knowledge, we know that we can activate over the phone as well, but the majority of people I service are too impatient for their new phone. Plus, add in the fact that you will fry the SIM if you turn it on before being activated, most people would be returning to the store anyway for a new card. From now on, I'm definitely going to tell my customers it is in their best interest to follow these steps.