The strategy can sell a lot of phones, but--perhaps more importantly--it allows a company to introduce consumers to strange new form factors that they may not yet realize they have no need for.
How important is brand-and-pivot strategy? Just compare the hype around Samsung's Galaxy Gear launch versus the quiet reception of the second generation of Sony's smartwatch.
Even if this particular Cyber Deal doesn't hook you, expect Google to offer all manner of intriguing deals on both the Moto X and G over the next few months. The company has a lot of new ideas they want to experiment with, and they'll need the right brand name to make it happen.
Updated at 3:12 PM EST with landing page for the Cyber Monday deal.