Motorola's Moto X ad campaign this week immediately made giant splash by touting that personalising the Android handset is limited only by the user's imagination.

The excitement, however, is dampened by following reports that custom-building the Moto X is not really possible. According to ABC News, the options are limited on altering the outside look of the handset plus a bit more of minor tweaks.

Aside from allowing buyers to pick from "a palette of different colours," for the phone's back cover and offering free name or quote engraving, there is nothing much that Moto X users can do change its inside components.

In short, customisation for the supposed Motorola flagship is easily done by anyone. The phone maker will not entertain reconfigurations that involve the CPU, the graphic engine and other parts that fire up the Moto X into life.

The Motorola campaign pitch of a powerful gadget that is self-designed appears to be hype, adding up to the earlier disappointments that the upcoming smartphone is not the high-end device that previously reported.

According to BGR News, the specs so far attributed to the Moto X fall short of expectations. Powering it up is a 1.7GHz Snapdragon S4 Pro of the dual-core class with a 10MP sensor on its main shooter. Also, the 4.7-inch screen comes with a 720p resolution.

Basing on rumours that circulated in the past months, which flaunted the phone as a quad-core behemoth with 1080p viewing window plus a shooting cam in the 13MP class, the Moto X is the remote image of an upscale Android machine.

And it will not get the latest Android as well. ABC News confirmed that it will flash Jelly Bean 4.2.2 on release date, which should happen anytime in August. Note that Jelly Bean 4.3 is scheduled to commence its global rollout by end of July.

To top the displeasure, the Moto X is not a vanilla Android hardware as U.S. telcos will play a big role in delivering the device to consumers' hands, possibly with applications and features supplied by each distributor.

It is safe to say that consumers waiting for the Nexus 5 in a Motorola embodiment should look elsewhere.