There's a whole lot on customization options like yellow shoe laces matching the chair color, coffee art hinting that your phone should be more customizable than a cup of Joe. All in all, in line with the slogan "the first smartphone that you can design yourself"...
Source: http://www.phonearena.com/news/Motorola-exec-caught-with-the-X-phone-fast-camera-and-customization-teased-again_id45600
Source: http://www.phonearena.com/news/Motorola-exec-caught-with-the-X-phone-fast-camera-and-customization-teased-again_id45600