You are thinking too small, Ok, not small. But, more like only thinking about "faster horses."

Jolla has likely developed a technology, implementation, probably very similar to what we've seen from Nokia with NFC-enabled accessories, that enables them to imprint into accessories an ability to connect with the Jolla and change some of the functionality with it. Per my other comment in this thread: think less "different back covers" and more "a technology that can go into other hardware such as car kits, office accessories, and home automation products (locks, lights, etc.).

The strength in going in with the approach that the back covers can be changed and functionality changes just starts the conversation. Jolla has the advisory board who has seen the failure of other modular computing platforms. With "the other half," the opportunity is in making the ecosystem something in which they are embedding the ability for an accessory to change more than just the outside.

The other half literally means "the other half of mobile that other makers have literally forgotten in this race to put mobiles in hands." Its an approach to mobile that is a concerted look inside the ability of the owner, not just outside at the ability of a service provider or even a developer.

I seriously can't be the only person who figured this out?