* strong, like STRONG competition from global leaders a la Apple and Samsung

* much deeper requirements for OEM builds, otherwise they're just white labelling hardware. makes sense for the Steam Deck since the offering is the Steam software and compatibility layer.

* they're in the business of software and software support, and some light hardware support viz. the Valve Index and Steam Deck. but the average person looks at their phone 5+ hours a day and defines many of their life functions are dictated by their phone -- e.g. alarm clock, fitness tracker, music, many forms of interpersonal communication. they will drastically need to up their QA, support, and compatibility -- and those have non-trivial costs.

* OEM manufacturing has ruthless margins; they're a private org but still

* non-trivial build and launch costs