True, but I feel like there was all this effort wasted in just getting the hardware done (designing, signing deals, QC, etc etc).

Why didn't Jolla just pick a host device; eg Nexus 4.

Then moved on with the software. Pretty much get the software done (less buggy and more features) and have Android compatibility layer.

They could then re-badge the devices and sell it themselves. Or they can accept people's devices and wipe the devices and ship them back with Jolla OS. Hell they could accept handset only, and shipping back in a Jolla device box with the manual, Thank you card and all the other tidbits to please consumers.

Ofcourse, this is a less ambitious attempt but it would've been more rewarding. Even though the Nexus 4 would've become outdated by the likes of the Nexus 5. But its still a better handset than the Jolla.

Hell, they could've done the Nexus 5 as the next device... and maybe even go as far as the Note 3, SGS4, HTC One etc etc. Once the software is nailed (incl. the SDK) they could then try for their own handset... or maybe partner up with an OEM to do so.

Imagine a Jolla device based on their specifications and ordered from LG. Just like how the Nexus 5 is a variant of the LG G2 despite looking and feeling completely different. Or maybe Samsung for some SAMOLED goodness like a clock screen saver and dynamic notifications.