I'm on VZW and use the MAXXHD so I'm coming in as a bystander. My sister has the S3 (on VZW) and loves the phone because of the screen. I think she is the typical user, doesn't care about the removable battery (put it in an Otterbox commuter case on day 1 and hasn't removed it since) or the SD card. She has the 16GB version and has the 2GB SD card from her old phone in it. Has tinkered with TW but doesn't use most of the features and has disabled a lot of them (after I showed her how to disable apps).
My gf just got the One. Just like my sister, she doesn't care it doesn't have a removable battery and since her One is 32GB, she has no need for more storage. Her last phone was the S2 and she kept it in a big Casemate Tough case. This time she asked for a minimal case because it would be a shame to hide the "beautiful phone" (her words). She asked for my help to get TW off her S2 and asked to make her phone look like mine (Thunderbolt at the time so Sense 2.x). She absolutely loves the phone and Sense. Blinkfeed and Zoe are her favorite features.
Before she bought the phone I tried to make her consider the S4. I told her about memory, battery, screen size, etc... She held the 16GB version, compared it to the S3, and then went for the One. My sister was looking forward to the S4 but after seeing my gf's One, she was very upset that it was not coming to VZW. Now she is looking forward to the DNA+ or whatever is coming to VZW from HTC. Even my iphone friends were impressed by the One.
We might be impressed with batteries and SD cards, processors and PPI, but the average consumer is vastly more impressed by aluminum build, new and unique design, and fun impressive apps. I've always found Sense "prettier" than TW and more user friendly, but I'm biased, but both my sister and gf prefer Sense to TW. The main take-away from this is that the One has been able to impress everyone I know that comes across it, even my iphone friends who in the past have turned up their noses to the S3 and pretty much everything not apple.
HTC has a hit with the One. It won't take the crown away from Sammy, but I think it will lure many away from all folds and hopefully put HTC on firmer footing.