Again, a higher megapixel count doesn't equal a higher quality picture. To get these higher megapixels counts on these relatively tiny camera sensors you have to decrease the size of each pixel(usually to about 1.1 microns) but what ends up happening is that noise increases substantially(especially when cropping) because each pixel isn't getting enough light. Now you won't notice the noise as much in well lit situations but once you get into a medium to low light situation then you can really see the noise. Look at the gs5 for example, it takes outstanding photos in well lit areas but in medium to low light its laughable. This is htc's logic with their ultrapixel camera setup(which is 2 microns), the m7/m8 photo will look good in good lighting and due to the larger pixels a lot of that quality will still be there in lower light scenarios while maintaining a lower noise level. Of course the major downside is the zooming, cropping will look bad compared to the competition but it will usually still show less noise.