To me this way is the only way they could get recognition by the mainstream, their current phone is overpriced and will be only adopted by hardcore linux fans or Finnish.
They need to allow a dual booting with Android so people can start playing with it ala linux in pc's.
Once people start noticing it they can bring to the market better phones but I believe from now on the money will be in the software side rather than on the hardware side were chinese are lowering profits to a point nobody will be able to compete.