Perhaps an asterisk immediately below the "$125" rebate in a smaller, but not too small font stateing: "Subject to $16 [handling, processing, whatever] fee." Yes, it takes away from the impact of the $125 figure, but it would put the cost to the consumer right up front, and I believe, IMHO, once the potential subscriber gets over the "sticker shock" of the $16, cooler heads will prevail and as one stews over it, they will realize that they will still be getting $109 back, still a great deal and hard for competitors to match. Bottom line: provided it is disclosed up front, who is dumb enough to pass up a $109 rebate just because the "man" has gotta have his $16 cut?
It's like when you get a discount card at Sears or Best Buy or just about anywhere, they tax you on the SHELF price before the discount, NOT the discounted price. Of course, this is rarely mentioned nor disclosed in print an adult can read without a magnifying glass. Best Buy did this to me, and I didn't like it; it STANK, but ALL the retailers do it, not just Best Buy. It's how they all stick it to us. But I certainly didn't cancel my purchase from Best Buy and walk out as even after the tax charge on shelf, I was still about about $87 AHEAD. Was I to go to a competitor and pay $85 more for the same item just because I didn't like Best Buy's taxing on the shelf "value"? PLEASE!!
The OP's post was inflammatory and wrong to refer to it as a scam", but I am glad to see he regrets the use of that word. Nobody is saying they like it, but these are common business practices in out free market society, and it isn't correct to single out just one retailer for doing (however much it may stink) pretty much what all the others do. 'nuff said.