Ya battery life might be a concern (ONE X had some serious battery issues initially but were fixed).
I am not bothered about the looks but TBH this phone looks very nice. Will wait for the 29th have a play with it to see what it feels like. Earlier this month I got the chance to play with one (HTC REP had one) and it was blazing fast.
I also really like the sound of the call quality and external speakers... from the reviews the quality is so good that it will effectively negate the need for portable mini speakers. Good for impromptu summer bbq or sunbathing tunes.
Also just a slight shame the camera is only 4MP, regardless of the IQ improvements of te "megapixel" tech, I would like a bit of cropping and larger image sizes to play with.