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HTC has some great phones, but spend very little money in advertising. The HTC One M8 running Windows Phone 8.1 is pretty awesome. But not being able to spend tons of money on advertising your product makes it harder and harder to sell.
HTC sees Samsung as their main competitor. Actually, EVERYONE sees Samsung as their main competitor in the smartphone world these days.
HTC dropped the ball a few times and received a reputation for shoddy devices (the Thunderbolt comes to mind) that they never really recovered from. "In it just for the money" indeed... What does that mean Apple is doing? Nokia? ZTE? What about MediaTek? Qualcomm?
Those grapes are so sour the vinegar comes before the wine.