Apart from the wording.
You have to understand, Jolla is obviously announcing each and every lead they work out into an agreement with another partie just to have any kind of positive news but software updates.
To keep my heartrate in check: i sort Jolla marketing announcements into only 3 categories

1. We started to work with XYZ on 123
2. Actual release of 123 (hooray we are shipping)
3. Sadly, 123 did not work out due to ABC reasons.

I do not want to criticise the teasing and speculation inviting tactics to much, Jolla simply does what everyone thinks the market requires in terms of marketing.
I am not convinced this spiel is actually necessary.
But thats a bold thing to ask an try, maybe 100% pants down honesty only works for even smaller companys with much less investors money at stake.