When looking at the M10 as the sum of its parts compared to the M9, on paper I see improvements in the following areas, making the M10 a complete overhaul of the M9:
1. Updated Processor
2. Quick charge 3.1
3. USB type C
4. FF camera + OIS
6. Improved Main camera
5. SLCD 5 display
6. Completely new internal audio hw + signal processing
7. Improved battery life
I still hold the belief that the 10 will be a sales failure, relatively speaking (glowing reviews or not). The product itself won't be the cause of the lackluster response from the general public, but rather it not being a Samsung or Apple product. No matter if the 10 was released before, during, and after the S7, it would have been completely eclipsed by it, so I don't see a scenario where the releases timing would have been advantageous for HTC. All my opinion of course.
Also I can guarantee that the 10 won't come close to winning a single comparison test against the S7, especially on the tech/consumer sites with high public visibility (i.e., CNET, Verge, Consumer Reports, .etc).
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