I still remember when Google launched the first Nexus phone. There was all the hype about it, and to be fair I believe it was a good phone at a good price. But they shipped it without bothering to sort out export paperwork, even to the EU. Which meant people didn't get their phone, they got a letter from Customs and Excise asking for them to pay their VAT and import duties before getting the shinies.
And then, about a month after it went on sale, Google had to do an emergency deal with HTC to use their service network. Because apparently they were too stupid to consider that if you ship consumer goods, some of them might go wrong, and the consumers will get a bit grumpy if you refuse to sort their problems out. This should have been sorted out in basic planning - it's not exactly rocket surgery.