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.