OK, good that we agree there can be more transparent companies than Jolla has been, because there certainly are many such examples in the world of SMBs. Transparency isn't easy, it isn't an instant cure to anything either, but in long term it breeds trust and loyalty like no other.

Perhaps I will have time later to properly discuss some less known experiences with SMBs, but for now let's look at a single phone-related example that I think helps understand my point a little better.

One of the issues some have lamented is that Jolla has not been open about the pre-order process, that no information was offered, even when glitches happened and the schedule/order was endangered. No real info was even offered afterwards, just vague platitudes.

In comparison, check this out:

http://www.fairphone.com/2014/07/25/...livery-begins/

Their transparency difference compared to Jolla is massive. Read those comments too, very similar stuff that we have gotten on TMO, but those guys working the thread offering actually information in replies. They've even stuck the same issue that fulfillment is not in order. But see the difference how they are communicating about their understandable difficulties.

And just don't look at the comments on the surface, see how the tone evolves in that conversation as they bring the info. Keep that up and they will reap the benefits, because you can literally see how disappointments turn into little wins with information. That's what's great about it - handle a complaint well and it may be even better for you than if there was no complaint.

I guess that is something many of us actually hoped Jolla to be, when they started. Alas, they were not. And I'm not even expecting anywhere near THAT level of detail from Jolla for them to reap, I think, a lot of the same benefit!