The ad plays up something that Motorola CEO Dennis Woodside revealed in May: The phone will be manufactured in the U.S. However, it also teases something else: The Moto X, the ad says, will be "the first smartphone that you can design yourself."
What exactly that means is unknown. Does it refer solely to case colors? Does it refer solely to software -- meaning customization of the home screen, etc., which is something that tech-savvy Android users know about already. Or does it mean that like a laptop or PC, you can actually spec out yourself, with hardware you choose.
Although that sounds out of the question for a smartphone, it's something being bandied about.
In May, Woodside also said that "we know when it's in your pocket; we know when it's in your hand; it's going to know when you want to take a picture and fire up the cameras." He doesn't mean it will monitor your behavior like the NSA, but instead this sounds like an advancement in Motorola's Smart Actions feature.
The current tagline for Moto X is "Designed by you. Assembled in the USA." We'll see what that means soon enough, as Motorola says it is "coming soon."