I think it's quite a smart marketing move. I know many people who go straight to the iPhone when they get sick of putting up with Android because they think the iPhone is the only other option. This is a way for them to capture some of those people looking to move away from Android.
Just look at the product reviews of most...maybe all windows phone on the 4 nation carriers. They get mostly 5 star reviews from hundreds of people. They are great phones once you give them a try but there are still a few sour folks who might need something from Android or iOS.