This is like the iPhone strategy against Nokia. When I worked at Nokia it produced many variant phones - each with a little more ram or a bit less or a better screen or a different chipset. This was because they thought that people bought on price and wanted to have a product at every price point.
The builds took more than a week to finish, the bug fixing was horrendous. The software sometimes had to work with not enough RAM sometimes with different chipset bugs, different graphics limitations. It was a nightmare to produce a quality product. Then out of e.g. 18 phone models we had to customise each one for 1000 operators in the world which intensified the pain and effort.
At that time Apple had one iPhone. It was over specified - lots of RAM, great graphics etc. They only had to test their code once - not 18 times.