My theory on the price is that they've looked at how many smart phones are in short supply right now and decided they can launch this at a bit more money and reduce their subsidies cost, while still selling reasonable volumes.
I called a Best Buy yesterday, and their phone VRU even had a message saying that if you are calling for iPhone 4's, EVO 4Gs, Droid X, or Droid Incredibles, that they are out of stock.
So demand of high end smart phones is high enough that they've looked at the supply and demand curve and decided that they can at least initially have this phone for a bit more than the market point for the rest of these phones is currently. I suspect 3 months from now, it will have dropped down to $199.
Over a two year contract that's going to cost you $2150 including the phone (regular price: ($79*24 mo) + $250), as a percentage, the extra $50 is pretty nominal. (2.3% of the contract).