Sadly, I think the real money will be in using health data for fine-grained insurance pricing. "Oh, you want our preferred rates? Then wear a FitBit/Apple Watch and let us see your data."
there are probably all sorts of involuntary health conditions that can be exposed via these devices that trying to make this a vice vs non-vice debate about "lifestyles" isn't useful, similar to how car insurance companies can infer that you go to the liquor store 2 times a week despite the sensor ostensibly being for things like acceleration and maximum speed.