Indeed, competing on that will indeed be hard. Most sheeple go with the flow of popularity, and since Samsung and Apple are already the top brass in that regard most buyers lock-step themselves into one of those two manufacturer's products.
LG could easily grab a significant slice of the market by the simple expedient of guaranteeing Android updates for at least 3 years - Apple-level support. I came from HTC, of which I was fond regarding their hardware but with no software support it was bye-bye HTC.
My LG Flex 2 was very nice, the right size and easy to hold, but died of BGA solder failures.
My current LG V30+ ThinQ is excellent (and excellent sounding) but didn't get much respect. Why? Not flashy enough - put brushed metal bezels in between those front & rear panes of glass, and add in 3+ years worth of guaranteed upgrades, and I think more people will find them attractive.