The rumor isn't so crazy if you remember that google's most general mission is to get people online and using the web and looking at their ads.
You can guarantee that they know roughly how much ad revenue the average smart-phone using individual brings to them and therefore they could justify bringing a phone to market at cost or even below.
1 http://gigaom.com/2009/12/09/who-is-getting-rich-off-the-iph...
Keep your skepticism shields up, of course, but this sounds like it could happen.
And the ADP1 (an unlocked G1) has relatively modest specs compared to this new phone and costs $400 from Google. I don't think that's because Google is trying to make a mint by sticking it to developers.
Virtually all new HTC smartphones retail in the $400-600 range. I don't think HTC is making a fortune off them.
You can always spot real 'greed' because it's always self-defeating in the end.
Along with these you get problems of heat dissipation, short battery life, long certification process with carriers around the world and god knows what.