When Google created the Nexus program for smartphones (and eventually tablets), they didn't intend to compete with Samsung. They didn't intend to put HTC out of business or drive LG out of the United States. Google wanted to create a program where they could bring their base vision for Android to life, and to do so with developers in mind. Sure, they sell these devices from their store to anyone - you can buy a Nexus device with support from almost any major carrier now, too. But don't be surprised when your new Nexus 5X doesn't have a camera as sharp as the iPhone 6s.