They (Sony) wish...
Richard,
Zeiss/Hasselblad lenses were bought from Zeiss, by Hasselblad, to sell on to us.
There's nothing to prevent Zeiss making lenses to sell directly to us.
They even started doing so years ago when they made and sold the 300 mm TPP. They sold these (not in large numbers) directly, before Hasselblad decided to buy them all (That, "Hasselblad bought them all", was a headline in Zeiss' Camera Lens News) and market them themselves.
Hasselblad's intention with the V-System is clear: it is going to dissappear. Most of it already has.
That means Hasselblad will not be ordering Zeiss lenses anymore.
With Contax disappearing, Rollei's future being very uncertain, Hasselblad moving away from Zeiss too, Zeiss has seen most of their major sales vehicles vanish.
So they decided to take the fate of their Camera Lens Division into their own hands, and start marketing these things themselves.
That, surviving, by no longer depending on 'third parties', and even though the film market is disappearing, is what Zeiss intention for their Camera Lens Division is.
So they started marketing the Zeiss name by selling lenses to Sony (so that Sony can pretend to be selling 'top class' items, instead of mass produced consumer goods); reviving the Zeiss Ikon name and produce and market a new camera that will take Zeiss lenses (and compete with Leica, making it possible for the very many Leica cameras in the world to use Zeiss lenses again); offering lenses to the very many Nikon users in the world; offering the MF lenses for use on "open systems" like the Sinar products; and tap into the huge market of Hasselblad users, aiming directly at the non-trivial collectors market by introducing a "Classic" line.