"You need to make a good phone that does not cost too much, is well built and looks nice, does everything we would expect, and does not cut corners with things like missing MicroSD card slots and the like"
Apple might take issue with much of that. Their original iPhone was expensive and full of technical compromises (like missing a MicroSD slot, removable battery, poor battery life, limited calling ability etc), but while admittedly a pretty phone, was made desirable by superb marketing. (As always).
The truth is that humans are mostly (perhaps all) gullible idiots, and you can sell us anything if you package and present it to us in the right way.
The flashmob marketing approach can work - if it's executed well and has a purpose. I'm not sure either of those criteria was met, though it's certainly got people talking about RIM if nothing else.
No surprise RIM doesn't currently have a CMO.