and there is mi band, which seems like a perfect balance of simplicity, ease of use, functionality (step counter, heartrate sensor, time) and price.
It has basically all I need (30+ days battery life, display time, step and distance counter) plus very few stuff I don't need that can be turned off easily (notifications, wake up alarm, heart rate monitor, ios and android app).
It is also fairly cheap at $25-35, but look out for the fake ones on ebay!