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It is another 'one of those phones'. If it was half the price, I'd probably have it in a heartbeat (plus or minus delivery times) and if more sympathetic colours were available.
As it is, however, it doesn't, to me, seem to offer value. Against, eg, the Motorolas (G, E), the Ace 4, the Desires of various sorts, the Ascends, the Sony Experia 3, it probably is better, but is it twice-the-price better? I can't convince myself that it is, and while the phones that I listed aren't perfect, for me, one of those will have to do.
Just to take a simple example, a Moto G (with 4g/LTE, while we are there) with an SD card slot (Moto seems to have made their designations sufficiently confusing that I can't work out which do and which don't) and a better camera would be fine; user replaceable battery would add icing, and a bit of a bump of ram wouldn't go amiss. But add all of that, and you wouldn't add that much to the cost, but where are the phones that are that small step up? It seems to me - and to the product pricing experts at the 'phone manufacturers, seemingly - it is a big step up, or nothing.