Is the HTC 10 priced too high?

For me, it's overpriced. I like what I read about this phone and would have pulled the trigger if the price was more competitive. If I don’t already have a fully functional flagship phone I may just buy it at the current price. But I do have one and am not rushed to buy a new one, the full value proposition is not compelling enough for me to pull the trigger.

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The only reason I'd say it is over priced is because of the situation HTC is in. If they were at Samsungs sales level then $700 is fine but to try and get people to buy it instead of the another phone they probably should have sold it at a lower price point.

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Oneplus 3, ZTE Axon 7, Asus Zen phone (deluxe) these are all top phones and most under $500. The previously mentioned phone are phones have hardware that is on par (if not better) than HTC 10, so why can those other companies set prices under 500 dollars and HTC 10 is like $700. Will someone explain why please? Surely metal build shouldn't mean a phone should cost $200 more?
 
Oneplus 3, ZTE Axon 7, Asus Zen phone (deluxe) these are all top phones and most under $500. The previously mentioned phone are phones have hardware that is on par (if not better) than HTC 10, so why can those other companies set prices under 500 dollars and HTC 10 is like $700. Will someone explain why please? Surely metal build shouldn't mean a phone should cost $200 more?
Those phones are all cutting margin to hit a price point to be more competitive.