They must support their customers.
HTC 8x is a very good phone and by now it is the flagship Windows phone for HTC.
I have 8.1 and Cortana since the day one after it was received by preview for developer.
And now I'm waiting for 8.1 update GDR1 .
HTC 8x will getting the update too soon. But HTC 8s won't.
In a tweet from Microsoft it was suggested that they have working on it together with HTC team.