iPhone users buying AT&T services through iTunes?

At Appleinsider they have a new article entitled Apple says iPhone can be activated by users at home that says:

“Activating iPhone takes only minutes as iTunes guides the user through simple steps to choose their service plan, authorize their credit and activate their iPhone, Apple said. Once iPhone is activated, users can then easily sync all of their phone numbers and other contact information, calendars, email accounts, web browser bookmarks, music, photos, podcasts, TV shows and movies just like they do when they sync their iPods with iTunes.”

Wait a minute! I buy the phone in an Apple store, I walk home, plug the phone in the USB port, start up iTunes and… subscribe to AT&T? Select my preferred plan? You know what? This sounds a lot like I’m buying a mobile phone plan from iTunes. Sounds like I’m giving some money to Apple for this. Sounds like I will be able to buy more content and services from AT&T (or another operator) from the familiar interface of iTunes. Sounds like iTunes is turning into the centerpiece for buying media and services. Well THIS is an interesting new approach from Apple. This sounds innovative. This sounds like building more and more services around their iTunes platform.