As a ten year customer, I'm sure you're already well aware of upgrade fees.
The ad you posted is clearly referring to the payment plan (formerly Edge). Hence "No money down," which you conveniently didn't comment on. I'm sure you're already aware of that though.
Nobody likes upgrade fees, but thems the bricks. Its nothing you don't see at literally every phone company. It's never been hidden, It's not excessive in comparison, and it's a choice you actively made. Come on now.
The worst/best part is that in current plans, going with the Verizon payment plan instead of the contract would've saved you ~$6 a month in comparison. Per line. Or $72 of savings for the year, per line for comparison's sake.
But by all means, call customer service and beg for your upgrade fees back.