Some people legitimately don't know if a phone is the right phone for them... and I think especially coming to a smartphone (if you've never had one) and an OS you have no experience with, the full 30 days might be necessary to help people determine once and for all if they made the right decision. I knew within 3 seconds that I loved my phone, but I had also played with it quite a bit before making the purchase, so it was already somewhat familiar. I think this time restriction is ridiculous. As it is, you could only exchange one time, so it's not like people were getting a new phone every month.
It's not a big deal to me, as others have said I typically know within a day or two if I want to keep it, but before I even buy the phone I read reviews online, compare features, and test it out in the store. Even if I was switching to Verizon for the first time to check coverage it wouldn't take more then a few days.
I see the 30 days as insurance, that's why I like it.
At least its not 15 mins like Google's App return policy
If they tier data, which everyone is sure they will do, remove the 1 year upgrade, lower the return policy, and charge for 4G they will be a worse deal than any other carrier but b/c they have coverage that dominates everyone no one will say anything. Just stinks.