HTC One X, One X+, then One are all impressive design, but market doesn't
take that much due to less flexibility.
One of the most important reasons that smart phone users coming from iPhone
to Android is for the flexibility(mainly removable battery and SD slot), but
HTC doesn't give. It tries to make the phone looks as nice as iPhone, and
ignore the flexibility. That strategy is wrong.
The marketing of HTC also did not do good job. Just think about the name of
the product. It's kind of messy.