Maybe they realized their death sentence was already handed to them and are trying to shift to other business models. Externalizing what they feel is their core competency (they've had TV ads for BBM (not their phones or OS) for months now) and trying to monetize it may be a step in that direction.
To be fair to RIM, they really are going to have a problem with selling hardware if they keep in the iPad or iPhone form factor space. They are up against Apple and HP who have the money and supply chain to manufacture units at a lower price. Samsung has its own manufacturing capability and an OS provided by Google. RIM seems to have some serious challenges to overcome.
Maybe they think they will survive as a software play?
I think BlackBerry is doomed[1] anyway, especially with the increasing popularity of Android and iOS[2]. Although it does seem like a last-resort action: BBM is a very strong reason to switch and I know a lot of teenagers and young adults with BlackBerries solely because of it.