There's two explanations for this problem. One, the motor is located at the top rather than behind the soft keys like how Samsung does it. And two, the HTC One uses a rotational motor rather than a oscillating one which has a more focused vibration. The rotational motor feels strong if it's ringing, but it's not that good at short bursts for your soft key presses. I returned my phone for this reason, lack of expandable memory, and no replaceable battery. I want an HTC phone but I just can't rationalize these trade offs especially when I have 80gb of storage on my phone with 10 full length movies.