"What's the deal with this phone?"
Honestly, i think that's a great question.
Here's what i think.
1) the DNA is the best phone currently on the market
2) the DNA will never be as publicly recognized as the GSIII or iPhone
3) i don't think it will be the best phone for long, it's an incremental upgrade over the GSIII, not revolutionary, the GSIV will likely become the next mainstream "must-have"
4) the 1080p screen WILL become the new standard, but not because it's really better than 780p but because the public perceives it to be
5) wireless charging WILL become the new standard, but this phone is ahead of the curve, not many charging bases yet
6) non-removable batteries WILL become the new standard, better build quality and easier to design "flatter" phones which the public perceives at better (i disagree)
7) no sd card slot WILL become standard (but on 64GB internal or higher)
8) 5" will NOT become standard... i think the pendulum has swung too far into phablat land and it will swing back to about 4.5/4.7 and stay there.
9) $200 WILL stay as the standard for top-end phones with only niche devices going higher
10) HTC is an awesome phone maker, but they need to follow Samsung's footprints and stop releasing phones that are practically the same on different carriers, it's just confusing for the public
so, in summary, this is a future phone.
It will never be the "default" android phone shown in the hands of actors of actors on HBO. It is not a phone that appeals widely to non-males like the GSIII.
It's basically the perfect phone for me.