I didn't link to any ferrari Caterham costs significantly less than your average VW golf. But it offers something special, even if you are exposed to nature's whim while driving.

BB10 failed because they overproduced and overpriced. If jolla gets even a quarter of BB10 2 million devices it will be an extraordinary success for them.

BB made more mistakes. They did allow development in a multitude of platforms and frameworks, they even provided a compatibility layer for android, but they forgot to provide a BB7 compatibility layer. Many corporations do not want to re-invest in building their corporate apps, and possibly that is the reason they still sell more BB7 than BB10 devices.

BlackBerry has 12700 employees they gotta feed. Jolla has 80. What is breadcrumbs for a big corporation, might be food for a small one. Going after that demographic might have been disastrous for BB but it might well be the right choice for jolla. See the old reader just after google reader was shuttered. More people than they ever expected to have, or could handle.