Well I can say that from a hardware company's perspective, wanting customers to identify with the phone's brand rather than the OS makes sense.
It's the same in the computer industry. I'm sure Dell or HP wouldn't want their customers referring to computers as Windows.
The average consumer has no clue as to what to call their non-iphone or non-blackberry. Just walk into a store's mobile section and listen near the phone section for a few minutes. You'll "my Telus phone", "my android", "my samsung", "my galaxy" all for one damn phone.
It sounds like Nokia wants to avoid this situation and have the recogonition that iPhones and Blackberrys have.
Sure flooding the market with cheap phones and using the popular OS of the time can bring you big market share, but it won't get you Apple like stock values. A smaller loyal market with big margins may be what Nokia really wants.
Of course without a great built-in app store, one catchy name for all their phones and a solid idiot proof OS and tons of marketing this could be one tough nut to crack.