Bojan,
Xpan was a Hasselblad concept and basic design. Fuji had the ability to take concept etc to the finished product. My guess is the same for the H series and/or that both parties were happy with the Xpan experience.
This is Zeiss' take on it:
'Why is the new Hasselblad H 1 camera system not equipped with Carl Zeiss lenses?
For this special project Hasselblad needed a partner with a broader capacity than lens design and manufacturing and had to turn to Fuji for that reason.'
Maybe it was also cost, maybe not.
Also, it isn't correct that Fuji lenses at this level are 'run of the mill'. I haven't used an H series camera, but seen pictures of great sharpness (and digital 'perfection'), but have an a TX-1, the Fuji badged Xpan.
The Fuji lenses aren't average. They might be a bit different and Zeiss could have made a little jewel like the Xpan 45mm, but didn't.
I am curious as to why Fuji would stick with their name in Japan if it was really rubbish... Surely they would want to dress the mutton of Fuji up as the lamb of Hasselblad. Perhaps it WAS for prestige, but given the Fuji films, the high end MF cameras, etc etc, my guess is that it is that the 'Fuji' name is good in Japan.
The name didn't make any difference to me...all it meant was getting a camera whose finish stands up better than the Hasselblad version.
Historical note: Zeiss wasn't V. Hasselblad's first 'choice'; Kodak, his former employer, was.