Further up they clearly stated they won't do user enabled firmwares
Jolla phone will be a real smartphone aimed at the mass consumer market. It will not be aimed to just Linux-geeks. Consumer will not be able to directly hack the kernel or to flash it with new software. Our intention is to make separate version for Open Source community, Linux enthusiasts and people interested about open systems, in which these (these as in the things mentioned above) will be possible.