I've seen this before. What NIO is doing is the same as other companies that predict they will eventually lose in their main line of business. Use existing funds to diversify and hope one of their other businesses succeed.
Alternatively, it could also just be the Apple trick. Upselling existing owners of NIO vehicles. Get them hooked on an entire ecosystem of NIO products.
My impression is to be a NIO user is like joining a country club. Having a NIO phone is just one more way to show off your membership.