It is sad, but I think they're doing it for a much more cynical reason. They don't have to outdo Apple. They just have to confuse the average person who doesn't follow things as closely as we do. They just have to confuse them enough to think "oh look at all these tech companies doing cool things with materials" and eat into Apple's marketing edge. If "cool materials" doesn't seem special anymore, then people are back to buying the cheaper phone, whoever makes it.