This is a good question, and of course is within Jolla's strategy. I get it that now all the noise is about their own device, but how long until somebody else (HTC/Sony/etc.) license the OS? Maybe they'll get a deal for free just for being the first ones ;-) Remember FF OS - they have a couple of small companies doing their phones out there already. It didn't take long. Hopefully it won't take long here either!