Fibit should fit perfectly into the 99$ market for a zillion people that just want to track steps and sleep cycles.
A coworker recommended I look into buying one, but as soon as I saw that I needed to pay $x per month to see data they were already capturing, I immediately passed.
Well, they could cater to the Android market.
I wish Apple would want some of their stuff cross-platform - I don't like the all or nothing nature of the Apple ecosystem (I consider 'exclusives' to be anti-consumer in general).