The FTC might approve if Google markets the device directly, unlocked for use with any GSM-based carrier as suggested. Device exclusivity is a recurring issue and one that the FTC is currently exploring as a part of its widespread .

Users -- both consumers and businesses -- may not want to unleash that genie, though. Purchasing directly from Google implies that there won't be any contractual obligation for service, but there also won't be any subsidization of the handset cost. As much as small business customers and consumers complain about , they also enjoy being able to upgrade to the latest technology every couple years without having to pay full price.

The Nexus One may be an attempt by Google to borrow from the Apple playbook. Although the hardware is from HTC, rumors suggest that Google has dictated every last detail of the hardware specifications and is customizing the Android experience to be uniquely Google.

As successful as recent Android-based devices have been, perhaps Google feels that none of them are truly living up to the potential that Android has to offer, and that only Google has the vision to deliver on the promise of Android.

The Nexus One could be Google's 'iPhone'--a pure Android handset straight from the imagination of the Android developers.