The parts that matter are quite well run but the marketing side of things could apparently use some polish. For what it's worth this is simply a dev phone announcement and not meant to be a consumer device announcement.
I am quite excited for this not because FxOS will take over android/iOS but because it will give people a trusted organization behind their private data. This has less impact on the North American market but more in other countries that tend to value privacy.
While i am a Mozilla Fans, i hate to admit it is just not a well run company.