Is HTC doing it right this year?

In 2012 HTC did really bad or to be honest almost no marketing for the One X. The majority of tech sites thinks this is a fundamental reason for the missing success compared to Samsung or Apple. Hopefully HTC changes it's strategy since most (tech) people are convinced the One is on par with iPhone 5 or Galaxy S4.

Here in Germany it seems that HTC is doing some heavy marketing for the One so I wanted to ask the army how it looks in the US and other countries. In almost every commercial break is an ad about the One and I guess HTC at least doubled its marketing effort (compared to last years One X). So what is your impression? HTC finally doing it right?