I can assure you we're not hiding the cost of the modem. All the plans you see online include the cost of the rental. As @FidoPamela mentioned, renting the modem has many benefits. For example, as opposed to a modem you purchased, there's no limited warranty. As long as you keep the service with us, we'll offer you troubleshooting for your modem and, if necessary, we'll be able to replace it without charging you anything extra (unless the issue is due to physical damage on the modem).