I think we should stick to the official name of the Jolla instead of pushing and spreading an unofficial name that may serve badly Jolla because of the obvious comparison and indexing issues, i.e., the jPhone (although it is a good finding). Distinguishing the phone from the company won't be that hard: the Jolla is designed by Jolla.

Or we can call it like we used to call the N900, the beast, or something like that.