Yeah, they're definitely spreading themselves too thin, they already have very limited/stretched resources...
Pick the "bang for buck" leader from each entrenched & emerging form-factor (tablet/handset/other), & focus only on it.

For the handset, OnePlus's "One" looks pretty damn cool*, & given it's generous price it's likely to be snatched-up in large no's.
But maybe it's best to go with bigger brands, ones which have much better worldwide distribution/logistics/supply.
Or models that have been in the market for longer than even the Nexus 5, plus have proven high sales...

None of this is "rocket science", just sit down & calculate the cost-benefit-ratios, but they don't seem to get it.

*or just continue with only the Nexus 5