Hmm, I like my phone to look cool, of course, but ultimately I don't really care about how it looks compared to how it works. Compared to my 6, the 8 will have a much better/faster CPU/GPU, more RAM, a better camera, faster TouchID, 3D Touch (finally), water resistance, and wireless charging compatibility. Going from the 8 to the X would get me FaceID (neat trick but not a huge win), a bigger screen in an only slightly bigger phone (nice but not essential), a dual camera (this I would like, but the 8's camera is a huge improvement over the 6), and put me on the bleeding edge for a bunch of tech they were racing to get done in time. For a 35% increase in price (and waiting a couple months more, if you manage to order in the first 60 seconds - otherwise, likely much longer). I think I'll go with the 8. If you're coming from a 6+/6s+/7+, I could see the X being more compelling, because bigger screen in a smaller package.