...plus better GPU. A full upgrade minus the look
Have you used a 4 vs 4S lately? The difference is night and day.
A lot of these people also say the 4S to 5 wasn't an upgrade.....
In my book a larger screen, higher res and faster internals DOES constitute a substantial upgrade - hence why I think the 4S to 5 was one and why I'm sure the GS3 to GS4 will be as well.
You also have to remember - with many posters on here, if you can't explicitly see it, it wasn't an upgrade (unless its NFC or wireless charging....two relatively gimmicky features). People tend not to think about the actual technology that went into making a phone as thin as it is or the display as accurate as it is.....which is surprising considering we're on a tech blog.
Unlike some, I don't expect a reinvention of the wheel every time a new smartphone is released....though I do think something big will be coming in the next couple of years.