Pure speculation here, but did anyone else notice that about a month before the release of the nook color, the media started spreading rumors about a "Kindle" tablet that wasn't actually developed until a year later? And that about a month before the release of the Nook Glowlight, there were reports of a "Kindle" glowlight rumors?
Widely reported leaks don't happen unless a company wants them to- media outlets won't report on credible rumors because it could get them blacklisted for the actual product launch. And a company doesn't typically want the leaks to happen unless they are trying to tamp down command for a competitor's product.
Now we're seeing widely reported "Kindle" phone rumors. That makes no sense for Amazon- if they wanted to make a smartphone they could have done so years ago.
Newco, on the other hand, has an obvious reason to get into the smartphone game right now- a Windows Phone 8 license is cheaper than a Windows RT license.