It was a little bit cheaper than the Nexus 6p (not by much after customizing it in Moto Maker). I was tired of Aluminum phones, so I bought a bamboo back Moto X (it is on its way from Motorola, don't have it in hand yet). I have good experience with Motorola (pre-Lenovo anyhow).
But Moto Maker was a big reason. I hope the phone is as good as it looks!