You're mixing up the objective of putting Ubuntu onto a mass-market phone with a special platform aimed at developers and technology enthusiasts. We (Canonical)

You're mixing up the objective of putting Ubuntu onto a mass-market phone with a special platform aimed at developers and technology enthusiasts. We (Canonical) have extensive experience working with major technology companies in the PC market. But, Ubuntu Edge isn't aimed at that area - it's about getting great technology into the hands of power-users and developers as early as possible.