yep. No phone is worth $700 these days. Apple can charge it, because they have a monopoly on iOS phones - and there's a big enough market for them as status symbols that they can sell high and sell enough to make a tone of money. Samsung, to a somewhat lesser extent, is in the same position for Android phones. A certain class of people think Samsung is the phone - and don't even know about Android. The rest of the Android market is a pretty competitive place - and that's mostly a good thing. Maybe HTC can eventually get the kind of status branding that Samsung has, but they sure don't have it now. And the One Plus Three is sure to be a pretty decent match specwise for the M10 when it shows up. Not quite as good, but for half the price...