If you're looking at a powered-off screen only, maybe all smartphones look the same. Do all laptops look the same? The design and construction of the bezel, sides and back of a smartphone contribute significantly to the user's experience. Design also serves to differentiate devices with very similar hardware and capabilities in a crowded market.

GP may have been referring to build quality/materials, but I could be wrong. HTC devices tend to use more metal and non-slip surfaces that feel solid, as opposed to Samsung's plastic. SGS2 vs HTC Amaze for instance.

I personally think Samsung phones _look_ better, but don't feel as robust as most HTC phones.