My friends are impressed with my 950XL but are so unfamiliar with the different interface they are uncomfortable. My iPhone friends are fine with their wall garden of a static look and feel because they have a gazillion different photocollage apps. My Android friends bearly use the flexibility of their UX basically changing their background but it has enough of apps.
Nonetheless, I love my 950XL despite its not quite 100% working OS. I enjoy the quirks usually cause I know the it happens on other OS's such as the random start. I emjoy the amazing camera and the tight integration with the overall Windows experience.
Microsoft missed the opportunity to highlight how their UX, built-in core apps, and unique hardware made the complete hardware and software experience in Windows a DISTINGUISHING, NEEDED AND DESIRED one. Essentially Windows Phone just another option for most who just want a solid phone and a useful set of core apps. We fans see beneath the hood and the strategy but most don't and don't care.
Remember that Microsoft is a services and subscription company at heart: Office 365, Windows 10, Groove, Xbox Live, Cortana, One Drive, Live.com account, etc. They are OK with the delivering platform being iOS, Apple OS, Android, etc. That's why alot of great MS app developement has shifted toward iOS and Android versions first and better.