Wish this would have come out about 6 months ago. Spent about $350 on the Motorola MotoActiv. It's a great GPS fitness device with bluetooth, and right now is definitely more functional that this watch, but it's still fairly clunky. The fact that it isn't open source means that you have to rely solely on updates from Motorola themselves. The bike computer function is lacking and the bluetooth linking isn't great, especially when you're already using a heart monitor. Although obvious downside is having to carry your phone with you when working out but that's already something my wife does anyway. It will depends on how robust the apps become, but this could be a major win for these guys.