I think, what we see here, is a concept of modular phone, which means, for 399€ you get the basic phone, which you can extend by "2nd halfs". These could be things like:bigger battery HWKB eInk-Display better camera and so on Just like when you hav a DSLR and put different lenses on it, depending on what your planning to do that day, you can change the 2nd half, depending on your plans... I would love that concept!