There was a video by MKBHD where he said that every new phone manufacturer starts off being the hero and doing something different and consumer/user friendly before with growth and competition they evolve into just another mass market phone manufacturer. Realistically this is because they wouldn't be able to survive without being able to make and sell mass market phones. This has already happened to OnePlus back half a decade ago when they merged with Oppo, and it's arguably happened with ASUS as well when they cancelled the small form factor phone a couple years ago.