As with everything, the first question everyone should ask is not, "Why did X do/not do Y?"
Rather, it should be, "What would I do if I were in X's place?"

Imagine you are a member of the Jolla's board of executives. You have barely survived the tablet disaster. Chances are you have never heard about Youyota but imagine you did.
Would you
a) endorse it right away;
b) wait to see how it turns out and endorse it then;
c) ignore it completely?

To me, the most logical option seems to be b).