RIM continued to sell a shitload of their pieces of crap for years and years before they really went under
They never really went under. Their user base grew every quarter until the most recent. They've reported only two quarterly losses, both very small, the most recent less than the increase we saw to their cash reserves. I'd hesitate to call their products "crap" when they still do some things that the current market leaders never managed, and does some things better than either iOS and Android.
They did basically cede North America, but they knew they had to for the time being and focused on emerging markets that players like Apple are just starting to notice. That was a pretty smart move.
It's just not in their DNA to build something user friendly,
Except for smartphones. Their UI was widely praised. The BlackBerry killed the PDA market for a reason, after all. Their old UI is still well-loved by users that care about productivity over pretty transitions. (Remember, even aging executives could use a BlackBerry -- if that's not user-friendly, I don't know what is!) The BB10 UI has been near universally praised, as has the physical design of the Z10 -- and that's just from the dev alpha's and the leaks!
The 9900 is a gorgeous design that, yes, has been called 'sexy'. Even the harshest critics praised the UI on the PlayBook, which is undoubtedly fun to use.
I'd say it's in RIM's DNA to build something sexy, fun, and user friendly. I know the meme, but it doesn't seem to match reality. A bit like "Macs are better for graphics" and other similar nonsense bandied about as "common knowledge".