They care about having products to satisfy local needs, for example. They care about creating multiple models. Look at the Symbian^3 phones, one has a hardware keyboard, one has a great camera, one is slim and cheaper...
As consumers, we must be true to ourselves, and look to satisfy our needs, and not spend so much time caring if the product will attract many other users or not. Of course is good to use something that is very popular, but this is not paramount. We live in the "long tail". This is a long tail project. It might become pop one day, who knows? I am concerned with having my "dream" device first of all.