Ubuntu Smartphone - What And Why?

Ubuntu -  or more specifically, the Canonical folks that brought us the Ubuntu Linux OS - also has a smartphone operating system, and a smartphone to go with it. Although it currently has very small exposure, they are positioning this as an alternative to Android and Apple/iOS devices.

Apparently in use it actually comes across as an interesting approach, and is a legitimate attempt at a cross platform OS. It seems to generally work well, but performance and battery life on the currently offered hardware is reported as a bit lacking.