Hands-on with the 2015 Moto X Pure Edition Ars Technica clarifies the naming of the new Moto X. The model that will be sold in the United States will be called the Moto X Pure Edition, while in other countries the same phone will be sold as the Moto X Style. My guess is the naming is to emphasize the type of Android one will get with the phone, and it provides simpler names for the Moto X in other countries. If there is only one Moto X to be bought in the United States, why couldn't the name just be Moto X?
OnePlus’ Follow-Up, OnePlus 2, Looks Like Another Promising Smartphone. My first reaction is that the Moto X Style is more appealing than the OnePlus 2. Price is nearly the same, and with Moto you don't have all the purchasing challenges that you have with the OnePlus.
Moto X Pure Edition - Motorola. I find it interesting that when I click the Moto X Style link in the announcement below, you end up at a page about the Moto X Pure Edition. I am guessing that at some point someone in Motorola realized that "Pure Edition" didn't have much style, nor understanding amongst normal users.
Today Motorola announced the new Moto G, Moto X Play and Moto X Style.