I honestly don't understand this.

Did Jolla not talk with Sony at the beginning of the "cooperation" how to distribute the Image?
Usually you make a contract with the company and the conditions in that contract need to be fulfilled.
If Jolla did not do that they have to do some explaining or they deserve to be destroyed by the media.

If there is no contract at all then flashing the SailfishOS Image will invalid the warranty anyways so Jolla should just not care and release the the linux flash tool or tutorial on how to flash alongside the Windows flashing tool or way to flash.