Verizon may have just gotten the HTC One, but it's hard to call it a "new" phone. Other carriers have been selling the aluminum slab for a few months now. It's getting to the point where that on-contract price is downright reasonable. For example, right now the Verizon HTC One is $49.99 on both Amazon and Best Buy.
You can get this deal whether you're a new customer or you're upgrading an existing line. This is the same HTC One you're familiar with, although the Verizon version comes with Android 4.2. The other carriers are still waiting to get off 4.1.
Amazon only has the silver HTC One, but Best buy is offering the device in both silver and blue. This is a sale price – it'll probably go back up, so don't wait too long to decide.