Just wanted to chime in that I pre-ordered the gold 5s and am still waiting for it, however, I did go into the Apple Store over the weekend and take a look at a gold one and, boy, it's not really that gold. It's not bling or shiny, it's really subdued and muted, more like a light champagne than anything really eye-catching. In fact, when I picked it up I actually thought it was the silver one and started looking around for the true gold iPhone. That's how subdued it really is.