My experience is that you walk in and you have to prise the cheapest plan out of their cold, dead hands; this is after going into plenty in SF and San Jose, admittedly mostly ATT, mobile stores and wanting their cheapest plan. They are not exactly on display (on a wall as you describe) and then I have to endure the upsell attempt despite me being Cleary McClearface and pointing out I don't need data, will make about 10 mins of calls per month, and probably about 20 texts. But, I will report back and will be absolutely delighted to worship at the wall of plans and find the $3 plan. Stay tuned.