Listen, I work for DTV inside Costco, and the offer is to good to turn down. The answer to your question sir is, there is no start up cost for standard equipment which is hard wired.
100$ upfront for wireless equipment is a one time fee for custom equipment. AT&T and DTV are the only wireless providers and it's convenient to have if you like to move your tvs. The equipment are rentals with now rental fees including.
That's why on the brochure it says "all inclusive pricing" meaning the modems, receivers, DVRs are all Including in the price. If we say it's 68$ a month locked in for 2 years, that's price you'll see without any surprise charges.