Motorola is currently holding a limited time sale on the 2014 Moto X. From now until 10:59 a.m. Central Time on January 26, you can get the second-generation Moto X for $50 off. This brings the starting price of the phone with 16GB of storage down to $249.99 without a contract.
In buying directly from Motorola, you can of course customize your phone through Moto Maker, which allows you to customize the color of the back, front, and accents of the phone, along with choosing accessory and engraving options. You can also elect either 32GB or 64GB of storage, which bump the price of the phone up to $299.99 and $349.99, respectively.