The details about the upcoming Motorola’s Moto X, the first smartphone to be released by the company since being acquired by Google, are still of a grapevine-only version. The veil is, however, being pulled back as the Moto X gets closer to its release date. Images of the device have been strategically leaked, and now, some information about Google’s commitment to the device’s success have popped up as well.

In case you missed the leaked image of the Moto X:

It’s clear that Google has high hopes for its debut Motorola device, and the company is willing to spend some big bucks getting the word out about its new toy, all in hopes of grabbing some of that precious market share from Apple and Samsung. According to a report in the New York Times, Google is prepared to spend as much as $500 million to let the masses know about the Moto X:

Apple and Samsung have the benefit of sizable marketing budgets. The two companies spent $333 million and $401 million, respectively, to advertise mobile devices in the U.S. last year, according to Kantar Media… Google may end up spending more money than that on the Moto X phone alone, people familiar with the matter said.

The questions become, what will Google be showing off with its money? In other words, what will the Moto X have that the others (iPhone/Galaxy) don’t? Why would people want to switch? Again, these details are forthcoming, but some of the early information is encouraging.

Perhaps most enticing is the reduction of the traditional, pre-installed bloatware when the Moto X is purchased. Motorola/Google is reducing the amount of applications that come already installed on new phones, which should be a mandatory thing, but I digress. Another potential attraction is the ability to customize the look of your phone (within reason). Would-be customers will have the ability to choose the color of their device’s trim and back plate, which can also be engraved. The Moto X will be available on the four predominant wireless providers (AT&T, Verizon, Sprint, and T-Mobile). The expected cost for the device will be in the $200 range for those who choose to get the appropriate contract.

While there is no concrete release date for the Moto X, the general consensus is it will hit the shelves “soon.”