I can't make up my mind what colour I'm going to order for the 5S. I'd actually quite like to see them in the flesh, so I'm starting to consider not preordering on Friday and taking my chances in a shop at some stage. Or at least getting to see them in store, then pre-ordering, even if it means a longer wait.
I'm on a white 4S at the moment and while I was considering going back to the black colour one, I'm not so keen on the grey colour, I'd have preferred it if it was black with the silver colour from the white. The white one would be very similar to what I already have, but I do like it. The gold looks quite unique, and I agree probably flashy, but its fairly subtle. I would think you will eventually see a lot of people with it though because its the first new colour iteration (aside from the new C phones). I just need to see how it looks in the flesh before I decide whether I like the colour enough to buy it, or whether its a bit gimmicky.