I bought an iPhone X and it's my favorite iPhone I've ever owned. I've fallen (back) in love with the iPhone and can't quite explain why.
A big part of it, to be honest, was my dislike of my past few phones. The 6 felt like the PERFECT form factor and was a good step up from my 5S, but it unfortunately suffered from the battery issues Apple claimed "only" affected the 6S. Once the 7 came out I realized my 6 was 2.5 years old and was seriously showing the performance impact of an aging phone (typically I stick to a 2 year cycle). I couldn't bring myself to spend the money on a 7 which I felt was no real upgrade; the better camera on the 7+ was the only thing to get me to "jump". Everyone I know who owns large Android or Apple phones swears you'll love the big screen and never want to go back.
I gotta say, I never liked the 7+. I kept expecting I'd get used to it and warm to it, but I never did. It was too big to operate with one hand, I always had to adjust it in my pocket to put my leg up to tie my shoes or get in the car or whatever, and the added screen size did nothing for me. Every time I picked up my wife's 7 I thought "this is more like it".
So I bought the X because I didn't want to pay MORE money and "downgrade" to the single lens camera on the 8; I felt like it was going to be let down. The X was a bit of a gamble. I was sure I'd miss the home button and touchID; I regularly used it to unlock my phone while lying flat on my desk and wouldn't want to pick it up to face me, but thought why not get a big screen in a small form factor?
The switch to the X was seamless. I have to say, within 5 minutes I had forgotten all about the home button, in stark contrast to all of the tech journos who said it took "weeks" to get used to. I'm in my late 30s so I'm well into my "I feel like a luddite" years, and it takes me seemingly forever to adapt to new technology, but the lack of a home button was a serious step up. Every gesture on the X feels totally natural and it all makes sense again.
The form factor of the X is amazing, it's perfect for me and what I want. The screen is brilliant, everything is just amazing. It's not enough to tell someone to switch from Android or from an iPhone they already like, but for the first time in years it feels like a serious step up in every way for Apple.
Another nice thing is, as someone who doesn't really like to stand out, in a black case (I use a QuadLock to attach to my bike handlebars), it looks like absolutely nothing. It's totally featureless on the front and it's a small-ish phone so it doesn't look flashy or draw attention to you.