For me, the lack of phone functionality was something I desperately needed with the NIT's, so when the N900 was announced I was ecstatic. Lugging around two devices just wasn't cutting it anymore (if ever).
It was also a logical conclusion, I mean, if I can VOIP it, why can't I make a normal cell call, it does say NOKIA on the screen...
I don't believe, however, that Nokia turned Maemo into a phone OS. The cell functions were prioritized on top of Maemo, yes, but apart from that and the homescreen/desktop view, there really wasn't much of a difference in the user experience between OS2008 and Maemo 5.