You beat me to it....I truly think that the Moto X is a marketers dream. The device is not meant to be a premium device; we know this from the specs and reviews. It is not meant to sit next to an HTC One, or Samsung GS4, or LG G2, or any of those top performing premium devices. The goal with this device is simple this, take out Apple. The easiest way to knock a Giant down is to sweep the legs. To do this Motorola needs to slash the price on Moto X, lose money to make BIG money. The Moto X should be sold Carrier Unlocked from the Playstore with No Contract for $349, available in Black or White. As for the all US and International Carriers, they should all have full access simultaneously to Moto-Maker, if you want a fully-custom device on any carrier it should be there the way you want it. In addition all these devices should come with a Bootloader Unlockable (Non Developer Required.) At the same time the contracted price for this device should fall in at $149 for the 16GB, and $199 for the 32GB versions from Moto-Maker. If these devices were fully customizable, available this way on any carrier, attractively priced and can fly off the shelf this way faster than Nike custom sneakers, you would see an Android takeover with Moto X out in the lead.