R & D costs on a mass market phone are relatively easy to recapture with millions of identical units sold, and as fascinating as these are, I suspect their dissimilarity will lead to higher consumer cost.
You're missing the point; the idea here is to make the components mass marketed, rather than have it be the entire phone. Right now if you buy a phone from Apple, you get an Apple camera built into the Apple circuit board. The idea here is that Nikon mass-markets the cameras, and you plug it into your Motorola processor with a Lenovo battery and a Linksys broadband module. Don't like those brands? Pick whoever you want, in what combination you want. There will be pre-configured package deals, yes. But the fact that you can swap them out afterwards is the idea.
The point is that while the base phone may cost more, the modules will be cheaper (due to competition), and you can choose what quality level you want on each. And, instead if having to throw away your whole phone to replace/upgrade the camera/processor/antenna/whatever, you just buy the new module and the rest of your phone stays the same. So, more up-front cost, but less long-term cost.