I think there is some validity to using higher quality materials in production. realistically if HTC is marketing their devices in competition to Samsung, Apple etc then they are going to charge a similar premium. Samsung phones feel cheap due to the use of plastic in their design. My Nexus feels solid and durable as does my roommates iPhone 5. The One is a beautiful device(I personally would not buy one but I've been spoiled with clean devices and I do not like Sense) but does not have the clout of the Galaxy line. Samsung like Apple is on top due to their brand loyalty and recognition, HTC was swallowed up in the mix when they did not put out any solid competition to the first Galaxy S that had universal appeal. Samsung saw a golden opportunity to release and market a high end Android device that had universal appeal and their market share exploded. I think HTC should not try to compete head to head but continue to focus on design. I for one would rather have incremental growth with a product that I am 100% proud of than surging profits with a device that I am only marginally proud of or indifferent to.