Samsung is following in the footsteps of Apple... Yes they both come out with good products, each meant for a specific individual. But, Samsung has fallen in the trap that has got a lot of people leaving Apple, that they come up with a flagship phone which updates with "minor" changes. I have a samsung currently, and the only reason i am switching is because i was disappointed to see that the phone looks practically exactly the same. Yes, internally there are significant upgrades, but you need to make your costumers feel like you are getting something new. This in my opinion will push some people away from samsung as they did apple... big company selling their name instead of innovation.
In the big scheme, they are both big names, and will dominate worldwide... so does it really matter in the end if they lose some customers.
HTC gets me as a customer now MAINLY because they thought out of the box with this phone, at least for android standards.
Marketing is marketing though