Motorola shook up the smartphone business when it released the revolutionary MotoX. It wasn't revolutionary because of its specs but rather because of the built in value-added features it brought (Moto assist, Moto migrate, always listening, etc).
One complaint Android owners have had for years is the huge unexplainable delay between a new version of the OS being released by Google and when it was made available to consumers through the carriers. Some updates take 12-18 months.
Motorola used this as a potential differentiator and promised a Kitkat update to Its phones quickly. Now we learn that the MotoX Kitkat update is coming to Rogers customers soon (link). Sure soon is not very comforting but it does mean the update is being actively tested internally.