Brian S Hall writing at Tech.pinions:
You’re saying the HTC One is better than the Samsung Galaxy S4?
No. I think the S4 is slightly better. But if you buy the S4 all your friends will think you did so only because of all those Samsung commercials.
Hall goes through the questions I get all the time, and nails the answers. If you’re getting your first smartphone or upgrading an older model, you owe it to yourself to read the whole thing.
SMALL ADDENDUM: The iPhone 5′s LTE capability is perhaps overlooked by Hall. I think the speed it offers outweighs any other compromises. His arguments are all valid nonetheless.