Actually, it's a first resort if your company isn't called Apple or Samsung. You know how many times it has happened that sales persons in stores are forcing phones from Apple or Samsung upon you? Search the Crackberry website to see how many times that has happened to Blackberry, webOS Nation how many times that has happened to Palm/HP and Windows Phone Central how many times that has happened to Nokia and HTC. (and it has happened here as well when my mum wanted a BB Z30 at the T-Mobile store, they laughed straight to her face)
Tip of the iceberg: it has happened A LOT of times. Now those brands actually have a well known name and they get patronized by sales persons. I can only imagine how Jolla would get totally ignored instead of patronized by sales persons because Jolla isn't a well known name yet. Which means they *have* to undercut the price so that they at least have a chance of getting nice advertisements out there.