The video didn't say much about the phone, except it has the word "Jolla" written on it and that it can accept calls.
Seems like a device for people on the fringe who don't want to be "corporate sheep" buying phones from "the man", or for someone with a few extra bucks to try out a new OS.
It's not going to get any real market penetration, seeing how they don't nearly have enough money to compete in advertising, R&D, or production, and they don't have a known brand name like Apple or Microsoft, and even Microsoft is struggling in the phone department despite making THE desktop OS.
Seems like it'll just stay as a kickstarter kind of project. But it's cool looking, gestures are something that Apple should be looking more into with the iPhone, now that it has slightly more screen real estate.