Personally, I like the design and the flexibility to personalize my start screen. I'm not sure what "small things" you are referring to.
Unless your running a 1520, your phone is still small enough that the notification center swipe down makes sense. It's not so much about being like everyone else as being intuitive to use. People coming from other OSs are familiar with the behavior so it's functional where it is. Making it different for the sake of making it different just adds to frustration.
I currently have an 8X which is only a 4.3 inch screen and I do not think swiping down from the top makes more sense then swiping from the button or long pressing the windows button (just random ideas). What if you own a 1520? Does it still make sense? Without crying a little, the best example I can give you is webOS. Yeah I know it's dead. However, the first time I used the phone everything about navigating that phone felt right. Like somehow my brain already knew how to navigate it. It was THAT intuitive. I think there is still a lot of room for companies to improve their UI, MS included.
WP is not just another "me too" phone. With several models sporting Qi support, NFC, automated syncing with OneDrive and PC apps, not to mention cameras that make you want to put your point-and-shoot on ebay, there is more than just good looks that differentiate WP from everyone else. Sadly, Microsoft has not exploited unique features in advertising and now, they are no longer unique. Case in point: Samsung is running ads about their Kid's Corner function on Samsung Galaxy and last year, it was a BFD when Find My Phone functionality was added to Android and iPhones (as an installable app). Geez, my 920 came with both those features installed and ready to roll.
I am going to have to disagree with you here. I think WP is another me too phone. Basically all phones behave and operate the same nowadays. That's not necessarily a bad thing but in the markets where MS really wants to succeed (US), they have little to differentiate themselves with the competition. NFC, OneDrive, and Wireless charging can be found on other phones; sometimes all it takes is a change in backing. All cameras are also getting better and better and I think it is such a marginal area that you are not going to win over many users just because your camera is a little bit better. If at all.
Changing design is not a small matter when everything on the screen is about functionality. Our mental schema keeps a map of where things are and how to use them. An analogy would be your local supermarket. You know where to find everything... until they change the store layout.
I agree that changing design is not a small matter but your point doesn't really cover what I am discussing. Visual aesthetics have nothing to do with the mental map in your brain. In fact it is a non-factor because if the design was to be changed your apps would presumably still be where they are and it would not take you very long to re-map your brain if it required it. Think more iOS 6 to iOS 7. I am talking strictly visual. It does not need to be a radical departure but the OS has basically gone unchanged sans the new parallax scrolling.