What Elop is trying to do is stop that little marketing thing they call 'cannibalism' which is bound to happen in those big markets. It would've ended up being Nokia n9 vs Nokia WP7....now he can't possibly have that cuz distribution of n9 is so limited. He needs to save face with the WP7 strategy he chose. This is one way of forcing it on consumers. Using the Nokia brand power but with ONE choice of platform.