Moto X

Motorola's a wee bit excited about finally launching the Moto X today, and rightfully so. It's a big deal. And part of that big deal was the ability to design your own phone and have it in your hands within four days.

Now comes the hedging.

In a blog post this morning, Motorola cautions that because of "high demand, initial shipping times may vary." So much for under-promise, over-deliver.

Here's the full paragraph from Motorola's blog post, emphasis ours:

We’ll be working hard to get your customized Moto X to you as quickly as possible. We expect that because of high demand, initial shipping times may vary. But we will get that down to 4 days or less as soon as we possibly can. We’ll also be adding digital printing in the future, so you can include a personal message on the back of your Moto X.

Look, we get that this is a pretty big endeavor. Unprecedented, even. The ability to customize your own phone like this is the sort of differentiator we've not seen outside of picking a basic color. Five days? Six days? Seven days for a custom phone to be delivered? Probably not that big a deal. Ten or 11 days? Pushing it. Definitely pushing it.

It's setting an expectation and then missing it that's bad. We'll just have to see what actually happens over the next week or two. Maybe this hedge is Motorola's belated way of under-promising.

One bit of good news: At the tail end of Moto's post, it does mention that "Moto X will be available through other carrier partners very soon." In fact, Moto's Punit Soni says "in days." Let's hope that one's not overpromised, too.