The colors of the HTC devices seem to change rather drastically depending on the lighting and camera. I remember seeing a picture of the California Blue 8x that looked nearly white. I'm sure that's just the red one there, which I happen to like quite a bit as well.
Vagrantwade is right, the matte finish tends to play tricks with the colors when you take flash photos. That's why a few California Blue photos where the phone looked purple instead of blue.
Sent from my Lumia 710 using Board Express
Yeah, light can easily mess up colours. I know one photo went up on FB recently which made the red streak in my hair (it's a vibrant red) come up as GINGER, of all colours. I went through the roof when I spotted it, not impressed at all!