I like it - I have an S8, and have always been an Android guy, so odds are I was going to like it 
I’m interested in what Samsung has done over the last few generations - since the S6, it seems like they have debuted a new design on even numbered generations, and refined the design on odd numbered generations. The chassis for the S9 is, as far as I can tell, identical to the S8 (except the dual cameras on the S9+ and the fingerprint sensor placement on both).
The variable aperture camera is interesting, though there aren’t exactly a lot of photo samples to check out yet, so we’ll see how that ends up playing out in the real world. I love the S8 camera, so I’m curious to see how this one improves on it.
As far as desirability goes, there’s no chance I’m upgrading. The regular S8 was already a pretty penny, let alone the larger model or Note series. I’m not excited to see how much the new model costs, as I’m sure there will be a price hike.
As for the digs at Apple: it seems like every manufacturer does it when it’s convenient. The S9 marks the first time that Samsung has put additional features on the larger model, which is a sales ploy that Apple perfected on the iPhone 7, so to me it seems like maybe Samsung is just trying to draw attention away from that
(thank GOD they kept the headphone jack though - I love bluetooth, but I need that 3.5mm jack)