They're not building their own OS, they're building a few apps and dealing with hardware specific driver issues - but otherwise a lot of stuff is projects that already existed and needed improvements (which they have done upstream) or working directly with those upstream projects.
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And updating libraries so they can re-use existing apps in a phone context, like GNOME Contacts and Web.
I LOVE this approach. Responsive gnome. It seems essential to me anyway, allows for tablets and any form factor you like.
That, and they take advantage of decades of work put into GNOME.
Collaboration!
To emphasise, I think this is far less work than it would be to actually get UBPorts to a point where you could reasonably ship it on your device to match customer expectations.