Honestly the S3 and S4 were never the best Android phone, other companies have made higher quality higher performing, with better specifications in some areas phones. What they are though is a simple phone in design and function, with decent battery life, great screens, and more then enough performance for 90% of android users. Why change that? All the high end features will add cost to the unit the S4 sells so well because people can get it for $50 with a new 2 year contract from most carriers, even the unlocked version wasn't crazy priced for the features it was packing. The technology that was added or changed is just advances in important areas, why change the design if there was nothing wrong with it? Calling it the S5 made sense to me, there not doing the apple naming scheme but they are taking the not broke don't change attitude, and for that it will sell in large amounts, especially when certain promotions will offer it for $50-$100 with a 2 year contract, and no other android flagship will be even close to that price point on promotion.