That's the amazing thing, they tried it once, badly, in 2013 and never bothered trying again.

Wow, can't believe it's almost been a decade since that was a thing. Back when HTC was still around making some of the best phones at the time too, I miss my HTC One.

Also, same thing happened when Amazon tried releasing the Fire Phone. I think a combination of being carrier exclusive and using sub-optimal hardware was a big contributing factor to both their demise.