Moto X Customization Exclusive To ATT?

I was drifting through a few articles over on Droid-Life and buried way down in the comments of one article, a few 'reliable' sources over there kept seeming to claim that the full Moto X customization scheme was only going to be available to ATT customers and that ATT had an exclusive on that.

I thought that sounded ridiculous after the big Independence Day ad claiming it was going to let us all design our own phones, or at the least, pick our colors. But then I saw the Rogers video saying that it would be available in Black & White only for them. Hmm? Are the non ATT customers going to get screwed when it comes to colors?