today product is not something you buy one time and that's it. it's ecosystem (you pay for apps and you do not want to switch platforms to buy same apps again right?), it's about support, updates, communication. Even cars today get updates (Tesla and all new cars), so it's not one time thing. You do research and you do think forward(if you are not one throwing money for no reason). And loyalty to company or support from community comes from several reasons: PR(promises and so on), communication, support and mostly important deeds.
3 Years is a long time especially in mobile business and can you tell where exactly Jolla improved (not talking about UI and SW changes) but in matter of community relations and promises and communication? Few weeks earlier we had sh#t storm about silence from Jolla regarding delay and they provided some info(later than should be done but still) and only few weks later there is again silence. Like they do not learn anything, same as people who keep believing.