Comcast Bridgevine Who's Who and why is this so hard? Internet

When you log on to comcast http://xfinity.comcast.net/ they ask for you email address to determine which bundles are available to you.  This then sends you to an "Authorized Retailer" - Bridgevine.  Why this is necessary is beyond me.  Once you purchase what seems to be the necessary equiment and select the plan you want you have to go back to comcast to schedule your installation.  It was during this phone call that I was told that there would be a 60$ installation cost and that the equipment that I just bought MAY NOT WORK.  I was told that I may need to rent a modem from Comcast for $7 a month.  The modem I purchased was 109.95.  If that modem doesn't work then why in the world would comcast authorize this "retailer" to sell it under their name.  Oh, and my rate is going to go up in 6 months and then again in another 6 months.  Now that's inflation.

This process is not at all transparent and feels like a huge scam.  Why can't big businesses like comcast just make it easier on the consumers.  Why do we have to feel like we are being cheated at every stage.  Just tell me what it costs up front so I can compare and make an informed decision.  Yes, this was all in the fine print, but I spoke to a live person and asked all the appropriate questions and there was still fine print.  The person I spoke to schedule the installation even said that the reason I had to call in was so that they could make sure I understood all the fine print.  Well, clearly I didn't.