And that's a problem.
I was just having a conversation at work yesterday about smartphones, and nearly the entire room admitted that the quality of the camera on their phones is important to them. Anecdotal, I know, but I do believe that camera quality on smartphones have become such a developed and standard feature that even the laymen notices it now. People don't want smarphones that take "cellphone" quality pics anymore, and most of the Lumias have great cameras and the native software is great, too. But MS rarely ever "pimps" this feature in the same way Apple definitely would have. They even released a Lumia with a 41MP camera...and then didn't talk about it!
It's like Microsoft has no understanding of the strengths they DO have. They're so obsessed with making the world's best pie that they don't realize they've been accidentally making the world's best pudding this whole time.