I'd be fascinated to know which of Nokia's competitors you think could do that, cos I'll probably go and buy a device from them; even if they haven't got the mind-blowingly excellent Maemo 5 UI ;-)
Besides, a counterpoint (and Nokia do things Nokia's way, so this is fairly off-topic), the first two things that Palm showed off with the Pre were the device and the UI. The hardware was a bit meh (OMAP3, touchscreen, slider, yawn). But the software impressed people.
"Free" compared with other forms of external, expert, consultancy.