Google Phone

Have been reading about the Google phone all over the web.

Still trying to figure out how it makes much sense for Google to make its own phone to compete with Motorola, Samsung, Sony, etc.

Why didn't Google just provide the specs (something like a reference implementation) and then let the phone manufacturers duke it out. Some would add a keyboard, others would add infrared, other would do smart things that I can't even think about....

I am not sure I understand their strategy at all.