Well yeah, who wants a phone worse than an iPhone 5 in terms of design?
IMO the 5c is actually a better design. The curved plastic and solid feel of the 5c is much nicer to hold than the sharp square edges of the 5/5s.
But... I'd feel like a chump buying one when the 5s is only slightly more expensive, yet has specs that are a generation ahead. If the price gap were, say, £120-£150 rather than the £50-£90 it is now, things would look a lot different.