You understand that we can't have only companies focused on bang for the buck smartphones around, I hope. Nothing against them, I own a low-end ZTE smartphone as well, but I can't imagine the world without pointlessly expensive phones...
HTC's is usually charging their low-end, and mid tier smartphones at hefty prices which is not really an option for people on budget.
For example, their newly released HTC One A9 is considered a mid-level(based on its specs) phone but the price is as much as paying for a top end smartphone from other companies, e.g Huawei. Huawei Honor 7, is far better in terms of specs and cost about the same as the A9.
HTC should start following from companies like Lenovo/Huawei/Xiaomi, which provide better bang for the buck smartphones.