I just think the X is a lie, and a bad direction Apple is going. It claims to have the largest screen, but the actual usable area on the screen is practically the same as the regular non-plus model, except a lot more expensive. The longer screen is a lot harder to use with 1 hand. Technically it doesn't have a top and bottom bezel, but it really does when you consider how apps have to essentially treat the areas where the corners are rounded as dead space and shift their content away from the edges. And in horizontal mode, you get even less usable area than the regular model because the width is the same but the rounded corners cause many apps to not be able to use the entire width anymore. They didn't make a model for Plus users, and the X is a big step down if you're coming from a Plus. I also was not impressed with the OLED screen. I don't think it looks better than the screen on the Plus, and the colors change pretty drastically depending on the viewing angle. True tone doesn't look good at all IMHO. Face ID is pretty amazing for sure, but that was really the only new feature that impressed me. All the new portrait camera modes barely work at all, they always create blurry edges and don't add much that you can't get from some basic editing.
It's not just a matter of: I didn't like it so I'm returning it. I'm sad that this is the direction Apple has chosen to go in for the future of the iPhone, and am mad that I didn't have any new compelling Apple products to upgrade to this year.