Only the greater minds at Google know why the search engine behemoth decided to launch the Nexus one and compete directly with the members of the Open Handset Alliance, an entity created to promote Google's Android-based platform.
There are 12 handset manufacturers (if you count in Vodafone) and most of them (except perhaps HTC) will probably view the arrival of Google as the thirteenth player with suspicion, given how sudden the Nexus One appeared on the radar.
Roberta Cozza, principal research analyst at Gartner, told Total Telecom that "If Google has branded its own hardware it might alienate some of its partners in the Open Handset Alliance (OHA)".
More importantly, it could be one of many devices that the search engine giant may be releasing over the next few months and even more crucial, the Nexus One is cheap compared to say, the iPhone or the Motorola Droid.
Then there's the fact that Google will have a competitive advantage since it will be able to customise Android according to its own taste and will have access to the latest versions well before partners.
There are already talks of a Tablet PC and a netbook-like device that could come from Google in 2010 and carry the Android operating system. Google has exhibited Apple-like qualities by keeping its cards close to chest until last month.
In the hindsight, Google has done what Microsoft hesitated to do, compete with its own partners. Microsoft has not released any computer or mobile phone despite numerous calls for the software giant to release its own-brand hardware range. The nearest Microsoft came to it was with the Xbox range and accessories