I was standing in line at Starbucks this morning, when I saw that the lady in front of me had a white iPhone.
Surrounding it, though, was a bright blue casing with strawberries all over it.
Naturally, I ordered an extra shot and wondered what joys will come when people begin to mix and match pretty bright colors with the Apple's new iPhone 5C.
Google's Motorola seems to have anticipated this artistic breakthrough. In the latest of its Moto X ads, the company takes aim at the sheer excitement of phone personalization.
But who could not imagine that the timing of the whole Moto X ad launch -- and this ad in particular -- isn't a pinching of the Cupertino cheek?
Here Sophie, the lazy smartphone's owner, wants to bling him out.
She comes back from the mall, armed with all sorts of spangly items to adorn his face.
There's a purple ribbon. There are also red, heart-shaped glasses from the early Elton John era.
There are silver stars and what look like green condom packets.
It's all so very gorgeous.
Indeed, the lazy slob ends up looking like the average resident of San Francisco circa 1967.
Should you have missed it, Apple decided to launch its brightly colored iPhone 5C models with brightly colored cases that are full of holes -- 35 identical holes to be exact.
Buyers can generously mix and match models and cases, though they may create something of an "I am in a Crocs nightmare" effect.
It's quite a turning of the tables to imagine that Apple's rivals are providing people with something more subtle and measured.