5S features look awesome - fingerprint sensor, dual LED's, slightly improved camera sensor, faster A7. I don't care for the small 4" screen but to each their own.
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I don't understand how the 5C addresses the China/3rd World/Prepaid market at all, though, after 6 months of rumors that the 5C was Apple's holy grail solution for developing markets and prepaid plans. $549 off contract is ridiculous IMO. You can currently get a Nexus 4 for $249, and probably the Nexus 5 for $399.
I was expecting the 5C at $399, but also figured Apple could be Apple and sell it for as high as $449/459. $549 is crazy expensive!! Especially since it's just basically an iPhone 5 in a cheaper (quality & looks) plastic shell! Is Apple just hoping people will buy it because it comes in colours? Because at that price point, it makes no sense just to pay a little bit more and get the much superior 5S.