Why is Motorola Making a Google Play Edition of the Moto X?

Motorola is making a Google Play Edition of the Moto X but why? Google bought Motorola and the Moto X looks like it is running pure android, But I guess not. Motorola should just put the pure android UI.

Will you get to customize the Google Play Edition or will they have colors for us to choose from. Will the phone be available for all major carriers. Will Motorola take away all the features that they put on the phone before. Will the bootup animation be diffrent, will it be like the Google Play Edition HTC One and the Galaxy S4. So far I think the Moto X is already running pure stock android. Leave a comment and tell me what you think about the Google Play Edition Moto X.