Many have been hoping (without basis, we think) that the Google influence on the Motorola Moto X would go beyond design and software, and would show itself in how the device is sold. That would mean a lower unlocked price tag, and fewer carrier restrictions. But, the rhetoric about Google and Motorola being separate companies is showing through in the sale of the Moto X on day one at AT&T.
The Moto X went on sale at AT&T today; and unsurprisingly, there were a number of users who wanted to purchase one for full retail in order to avoid a contract and perhaps even to unlock the device and do with it what they would. Unfortunately, there have been multiple reports that it is impossible to purchase a customized Moto X at full retail, meaning you are forced to also purchase an AT&T contract. AT&T has confirmed that the full retail price for the Moto X is $575 for the 16GB model and $629 for the 32GB model.
continue reading here: Customized Moto X can't be purchased at full retail through AT&T, requires contract