We had this discussion a bunch of pages back when I said aside from all the jokes HTC was pretty well received with the One X. It's just a combination of HTCs attitude lately, Sense sucking balls, and more importantly the competition getting better.
HTC has a lot to prove with this phone, not so sure many people believe they have what it takes.
Sense is just one part of it. That 4.7" 1080p screen is stupid, they are going to pay a lot more for it from Sharp/JDI than they will for the standard 5" one which will make either the phone more expensive or their margins much thinner. Not only that but the phone is bigger than the ZL which has a 5" screen!
Then they go and shut down developers and ROM makers which just irritates people who are now going to badmouth HTC to their non-geek friends. Word of mouth is worth a lot in this industry, and there is no way a self-respecting geek will recommend a HTC device or support HTC with that kind of stance. If anyone asked me what phone they should get, I would say Z/ZL or wait for the GS4 to see what it has. HTC wouldn't even enter the equation because of their anti-dev stance.
Next let's talk about updates. I have a Sensation with MSM8260, HTC released a One S (not the Krait variant, the later Scorpion based one when Krait supply ran out) with the same chip and basically identical specs otherwise. They say porting Sense 4.0 and Android 4.1 is not possible for the Sensation, but somehow it is for that One S it is not only possible, but they get it out pretty quickly.
Don't get me wrong, Sony and Samsung are no angels when it comes to updates, Sony are too slow and Samsung drop support too quickly for non-flagships. However, 4.1 is coming to the GS2 and Xperia S (Xperia S is a 2011 device released in 2012 because of the takeover turmoil) with the latter running on MSM8260, identical to my Sensation which is not going to get an official port of 4.1, remember we're not talking about some piece of shit phone, the Sensation was HTC's flagship device of 2011. That policy will never change IMO, but Sony have taken steps to improve update delivery times (Lund has taken on a lot of developers) and Samsung have tried to expand their update programme to more devices (see the 4.1 update scheme). HTC have not made any effort to improve in that regard.
Also, Sense is a massive pile of steaming shit. It is absolutely awful. When I put CM10 on my Sensation I started to love Android, before that I thought Android was not what everyone else said it was cracked up to be. Part of the reason I want to get a Sony is that they are the number one non-Google contributor to AOSP, they get their kernel sources out on time (or in the case of the Z, before release), they are very friendly to the dev community and they commit to updates regardless of the timing.
So there it is, that is why HTC are falling to pieces. They are a company who have failed to keep up with the latest developments in the Android market. Better hardware, which the One X undoubtedly was, needs to be backed up with strong software and support. The reason Sony have overtaken HTC is because they cracked the last two points and this year HTC will fall further behind as Sony will have all three in the bag.