The way things went with netbooks and nowadays with Android, Jolla, Tizen,... shows what happens when OEMs try to sell Linux distributions.
I can clearly imagine Dell Linux, HP Linux, MS Linux, Huawei Linux, Samsung Linux, .... each with their own "value added" and update policies.
ASUS used to sell 1215B ones with Ubuntu on the German Amazon store, which I managed to get for travel purposes.
But in spite of those two examples, I don't see most OEMs would play ball regarding OEM distributions and updates.
Imagine getting a OEM Linux with such update model, using closed source drivers bound to the distribution kernel.
While I too find it a bit odd to call it OS I am very much in favour of doing UI research on distros like this instead of in Ubuntu default.