What does this tell us? Well, superficially it tells me that there's more to selling smartphones than just putting a badge on a well-built but otherwise ordinary smartphone. It also suggests to me that there is value in being different, but to be different you still need an exceptional product. The Lumia series was excellent and it's obvious that's why it sold. It's not clear to me that people see the current Nokia smartphones as exceptional, or interesting, which may be why HMD can't sell as many beige-Android devices as Nokia and Microsoft could sell WP8.1 Lumias. I think that the only thing that HMD can claim they are exceptional at is deployment of security updates, and honestly that doesn't make me covet my phone in the same way I coveted a Lumia (or Nokia's previous smartphone models)!