lol that people have fallen for this "customization". people, you didnt make a phone, you picked out the colors you preferred, just like the people who bought lumias and ipods did
I don't think anyone is falling for "customization" in that they think it is infinitely customizable. It's just picking out combinations of colors, much like NikeiD. That said, you do have to give Motorola credit for offering just more than white and black like the iPhones, even if Apple will soon offer gold ("champagne") on the iPhone 5 and more color options on the 5C (or whatever it is called).
Phone color isn't everything or even anywhere near the top of the list of features, but it's a distinguishing factor when the specs of one model vs another doesn't do it for you.