So the Motorola X has 3 things really going for it in my book
1) Customization, for instance that navy blue one would be awesome (and I haven't seen anywhere with the full gallery yet, let me know in the comments if you know of a place)
2) Active notifications. They sound sweet.
3) "Okay Google, Now"
But I'm don't love the price and I definitely don't love AT&T.