You're referring to Meizu et al, yes? But those are large (oem) companies already, and Jolla is a small startup.
Besides, Jolla has completely opposite strategy, which it seems you have not grasped at all:
If you are an Android company, You concentrate on the HW and let Google worry about the SW end for you. Jolla, on the other hand has decided that they make the SW stack and let somebody else worry about the HW!!