Moto Match from Motorola uses your Facebook page to help you customize your Motorola Moto X
Right now, only AT&T customers can use the Moto Maker although eventually Verizon and Sprint customers will also get to customize their own Motorola Moto X. To use the Moto Match app, you need to have a Facebook account. And it would also help to have some colorful pictures on your page.
source: Motorola, @Motorola via Engadget