You can plan all you want, but if you don't execute, it doesn't really matter. It seems that HTC had looked into setting up its own customization site, much like the Moto X Moto Maker site. The planning happened last year, but obviously nothing ever came of the planning and the customization idea was ultimately scrapped...
Source: http://www.phonearena.com/news/HTC-looked-into-Moto-X-like-customization-but-scrapped-the-plans_id46443
Source: http://www.phonearena.com/news/HTC-looked-into-Moto-X-like-customization-but-scrapped-the-plans_id46443