Strictly speaking that part is advertising. In order for Nokia to truly "market" the Maemo/meego as a product they need to:
- educate their own developer staff (non-meego)
- educate marketing
- educate people who actually "sell" the product
- educate consumers.
That is a chain reaction, and it takes time to produce the results, while competition is also make moves.

That is much more difficult than adopting "ad-hoc-we-are-borg-resistance-is-futile" alliance/merger with M$, since everybody knows (all above categories and little children), that Microsoft is todays most dominant OS vendor for consumer oriented operating systems.