ie. Instead of “Here’s how you must write your software” the message is “Here’s some great open source software that let’s you think about how to make your applications mobile aware. Use it, modify it, innovate, let us know - and hey, we have a community here of like-minded people if you want to join.”

I imagine Moblin (http://www.moblin.org/index.html) and Maemo (http://maemo.org/) have the same philosophy.