Google Shifts into Online Retailing - BusinessWeek
2 things here:
1. Google expect to get the end user's feedback directly through this product.
2. It may be some kinds of test for Google service w/HW store. app store? Google may think more service(w/HW) store.
All those package may support by different HW vendor, so there may be Nexsus One(htc), Nexsus Ultra(MOTO)? etc...
In this situation, the market for those HW vendor will go into a dog-eat-dog market soon. Cost leadership is coming soon for smartphone market. May GOD bless those small COs.
Anything is possible if they can make users sticked on Google service.