tl;dr Some reputational gain [for Canonical] is guaranteed. Bloomberg will portray itself as a "forward-thinking company" and is actually better off not getting the 100 phones. "To a significant degree, this episode has already succeeded in being disruptive, in proving that smaller players have new ways of tackling the status quo, and in acting as a very direct and powerful piece of market research for Canonical. "

Didn't enjoy the article. Basically wraps the actual argument in 1000 words to make it seem smarter.