Software is where it is at.That's what Jolla need to be better placed than the competition. Hardware is pretty much a commodity unless you've a niche to fill like cameras (Nokia), waterproof ness (Sony)
I hope Sailfish 2.0 isn't just Sailfish 1.1 Tablet Edition (beta) with "monthly" drops of whatever comes out of the agile development process but never quite fixes the big bugs or adds new features. Early days with Ubuntu of course but they appear to have spent some time getting to their first release.