Adding my $.02
I was hesitant about getting an XD. I have had Glocks and Sigs, and I felt the XD was uglier than Glock! It just seemed a bit too "blocky" for my taste. Mind you, I was just going on looks, having never handled one, nor had any desire to handle one. Then one night at our local IDPA match, I figured, "What the hell?" and asked to see one in the display case at the range. I couldn't believe how good it felt in my hand, or how naturally it pointed for me. To make a short story long, I ended up (first) getting an XD9 subcompact, followed a week later by an XD40. This past weekend, I worked out a trade with a buddy for an XD9 4". My Subcompact has a serial number in the 972XXX range, My XD40 s/n is 457XXX, and my "new" XD9 s/n is 9XXX. I don't know if the s/n's are materially different between models, but assuming higher numbers mean newer guns, I have to say that the finish on all three guns is still almost perfect. My buddy had carried the XD9 as an off-duty piece, and there is no visible wear on the finish at all. I am VERY impressed with these guns.
I work in armored transport as an ATM repairman, and in that capacity I carry a Glock 22, mostly because it is the weapon our company allows us to purchase through our company plan. I don't have to carry it, but I do because it is what 95% of our employees carry, and I've had it the longest. But I'm thinking at my next qualification cycle, the XD40 will be getting the nod. I've only been able to shoot the XD40 so far, and only 125 rounds through it, but I would not hesitate to reach for it in a SHTF scenario.