I agree. I consider myself reasonably tech-savvy (compared to the average user) and the main reason I was interested in a Jolla phone was TOHKBD.
Was also interested in Ubuntu Edge due to the combination desktop / mobile / Linux. For a new platform or device to succeed you need to do something different, be the best or be the cheapest. I don't think Jolla is succeeding in any of these.
From my pov the Jolla phone without TOHKB is just another phone and this applies even more to the tablet. I also don't get the Sailfish appeal, the only thing that I can think of is 'it can also run android apps'.
I might be missing the point, but in that case the company needs to work on getting the message across.

Very pleased with my N900's though