Except that it isn't though really is it?
It's all very well screaming "£580 for a fucking phone!" if that is all that it was, but for many people these days, it's something else.
I have a Galaxy Note 2, which I absolutely love, but I use it more for apps, web-browsing, movies, music, navigation, and exercising tracking, than I do for making calls. Yes, it's still my primary phone, but on average I probably only use it for 20 minutes or so a day to actually make and receive phone calls. The rest of the the time I'm using it is for its myriad other functionalities, that in years gone by I'd have had to have separate, expensive, devices to accomplish.
If you just want a phone, there are thousands of alternatives out there that do not cost the earth!