Sold at a loss sounds so negative, surely that 'loss' is what you paid to 'rent' the phone for a year?
It's an interesting psychology. The same people who would baulk at the idea of paying upwards of £700 for a phone, even every year, wouldn't even flinch when it comes to paying £60ish a month for a contract.
I used to years ago when each mobile looked different and new release actually had new features not just upgraded cameras or more curves.
I'm happy with the my current phone, large OLED display with a good battery and camera. I'm also contract free now on a 30 day SIM. If I lose my current phone or it breaks then I'll probably get a Note 10+ or S20+ as I still love tech but otherwise a new 24 month contract at £40+/month doesn't make sense.