Its about making accessories that change the nature of the mobile, more than cases and such have done in the past. Embedded electronics into accessories is a bit different than norm.

Also, culturally, speaking towards the markets Jolla is working towards, its about respecting aspects of individuality (exterior) while keeping aspects of the software the same. That's a flip of the current model (software as personalized but the exterior mostly the same). Seems subtle, but is very receptive to some E. European, Asian, Pacific perspectives.