It’s difficult and perhaps dangerous to make a big deal out of a smartphone these days. Can one phone change an industry? Save a company? Create a market? Perhaps that was true in the days just following the original iPhone, but times have most certainly changed. Smartphones are the norm now. No longer a novelty. Not a luxury. Just what everyone has, in some iterative, similar, necessary form.

The Moto X, a new phone from the Google-owned Motorola is supposed to be a big deal. A new way of thinking about a smartphone. When it becomes available on all four major US carriers at the end of August or early September, for roughly $199 with a two-year contract, this device will be one of the first modern, mass-market consumer electronics to be assembled (though not exactly “made”) in the USA. It’s the first smartphone that you can customize and have hand-built in a variety of configurations and colors. And it’s the first smartphone that is supposed to represent what the new Google-Motorola union is capable of.

But that’s all — mostly — unimportant unless the phone is any good. It can match your outfit, sure, but do you actually want it in the pocket of your jeans?