For me it's the "Never Settle" here:
http://www.androidcentral.com/sites...mages/2016/06/op3-render-tight-front copy.jpg
Since they compromised on screen (display res and brightness, don't know about accuracy yet), audio, battery, navigation, software, storage options, software updates, camera, charging technology, LTE bands, availability on customer's carriers of choice, etc, etc. Never Settle to me means, "we're leading the industry on all fronts" - even though they're weaker than something else on literally every front. Did they make an all around decent phone? Yeah, probably. At the very least, it's an improvement over last year and luckily they've toned down the nonsense about "flagship killers".
If I hadn't have seen the "Never Settle" image again, I'd probably have just been happy they improved over last year. But since it settled on literally everything that isn't RAM, I got stuck on wondering exactly what it is they think they're unwilling to compromise on.