The people at MacRumor need to work on their reading comprehension. From TFA:
aren't allowed to subsidize the cost of the phone relative to your contract (i.e. you won't save more by signing a longer contract
Emphasis in the original.
This doesn't say Rogers/Cingular can't subsidize, it says Rogers/Cingular can't change the subsidy based on contract length, meaning they can't charge one price for a one-year contract and another for a two-year contract. That still lets them subsidize the phone overall, and sell it cheaper than it's "street" price