Everything I've read on Moto X suggests the battery is fairly mediocre, especially when compared to the two most recommended phones earlier in this thread (G2 & S4). Furthermore moto X also seems to have a mediocre camera.
At the moment, I'm not strongly considering the HTC One because, from the reviews I have read, the battery does not seem to be as good as G2 or S4.
I had a chance to have a play with G2 & S4 in store yesterday. I'm leaning towards the G2 mainly because of the software interface. In particular, I like that the settings interface is closer to stock on the G2 when compared to S4.
Thats what I was expecting with the Moto X, but it would almost always last me just about 24 hours. HTC One is about 7 - 10 hours depending on how much I use it. I rRooted mine and put Sense 6 on it yesterday, one of the best phone's Ive used