Well, it it a very good choice to have between those two. On one hand, you have a BUNCH of new software features that can actually be very useful, and on the other hand you have a very high quality hardware with some software changes, although not really software feature additions.
Seems like Sammy really wanted to put out as many features as possible on this new device, and I think they nailed that. The Galaxy S3 sold very well because of those kinds of features. I sell phones for a living at a giant electronics retailer, and I can't tell you how many times people came up to me and said "oh so the S3 is that phone that you can touch together and they transfer stuff? COOL!" and then they would buy it. People love new software features, and it is one of the main reasons Apple's iPhone is going to continue to lose a lot of mindshare over the next year. They simply refuse to add good features to iOS.
HTC went with the hardware game. They greatly improved and already awesome hardware of 2012, and finally made a phone that I can say has better hardware than Apple's iPhone. I didn't think I would ever be able to say something like that, but HTC has finally done it. Then they reinvent the camera on phones, opting for larger pixels rather than more pixels. Beefed up the screen quite a bit as well. On the software side, they revolutionized the home screen with BlinkFeed, which I will love for the way I use my phone. They didn't concentrate on features as sammy did, but still nailed what I think they wanted to accomplish.
I will be opting in for the HTC One because of two reasons: amazing hardware quality and Beats audio (which does make a huge difference). Honestly, I am a hardware quality guy. I love great, solid, high quality hardware, and HTC has me more excited about the HTC than I have been about a phone since the Galaxy Nexus. Samsung did a good job, but I really wanted to see a good hardware improvement. They added some great features, but guess what HTC can do? Add similar features through software updates. Hardware, you can't change.