Innocent bumbling, or very deviously clever marketing tactic, it at least gave the company time to bootstrap its business with OBi customers. Given the closely concurrent timing of Obihai's own service announcement, it's pointless to "armchair quarterback" their actions. As amusing as this is, at least I have to hand it to the company for either having an excellent advertising and graphic service agency that can make fancy videos and make very fast changes, or somebody in house who is an ace at video production. Nice job! Now, you need to fix all your FAQs and support docs that still say "Obivoice".
I guess I am just overly ethical, but if I knew that Obihai was moving into an "approved provider" model, with cooperative marketing and integrated provisioning, I would have made every effort to be the first such partner. But you can't hold it against them for essentially being just another independent, pure-play SIP VoIP provider now. After all, it was Obihai's bizarre decision to create what the large corporations call "channel conflict": competing with your own value-added reseller network.
My personal hope is that Obihai goes all-out to convince as many ITSPs as possible to sign up for their approved provider program, which will make it easy for consumers to compare features, pick their favorite ITSP, based on their needs, and quickly provision their OBi ATA.
