I agree, HTC was definitely known for having very sleek looking devices. That being said, Moto has a much desired customization option that lends itself to be even more popular with folks looking for a different looking phone that is more customized to what they want. Having a strong second camera is definitely going to win fans in younger demographics who like using the secondary camera for selfies etc. Building in waterproofing is also another smart idea that a few other manufacturers have, but I think missed getting the traction they wanted.
Hopefully Motorola's strong reputation will position them well to go up against the constant new entries from other big players.