Google is very excited for you to see what it has up its sleeve for the upcoming Moto X smartphone. But you'll just have to wait until the big reveal to see what Motorola has up its sleeve.
During a second-quarter earnings call, Google CEO Larry Page said repeatedly that he was "excited" by what the Motorola team had cooked up, but declined to elaborate.
When asked directly about the rumoured $500 million (£331 million) advertising campaign for the new smartphone, Page demurred. "I think we're doing things that are normal for that business," he said, though "probably too much has been made" over the news.
Page was also coy when an analyst asked him how Google was walking that fine line between wanting the Moto X to be a success but not such a success that it affects major Android partners like Samsung.
He stressed that Motorola is an independent company. "I think they're working hard on making good products, we're really excited about it, they're excited about it," he said, before promising that "you'll get to try it out really soon."
Back in January, Google argued that its Motorola Mobility unit was a work in progress. This week, CFO Patrick Pichette argued that there has been a "lot of progress" at Motorola, and Google is ... yep, you guessed it, "excited" about the upcoming product lineup.
Earlier this month, Motorola took out a full-page ad in several newspapers to tease the Moto X, which it said is the "first smartphone that you can design yourself." That reportedly relates to colour options and engravings. Shutterbugs at the Allen and Co media conference also managed to capture photos of Eric Schmidt using what appeared to be the Moto X.
Motorola also tweeted a photo of the Moto X on the assembly line. "Yep. This guy is building exactly what you think he is. Designed by you. Assembled in the USA," the company said.
Page, meanwhile, spent much of his prepared remarks reflecting on where Google has been and what it needs to do to succeed. He pointed to adventurous projects like Project Loon and Google Glass as big bets that could become the next Gmail, Chrome, or Android.
The health of a company, he said, can be measured by whether it can "start new and important things and make traction on them."