There's a serious possibility that people are more interested in putting fitbits on their dogs than they are on themselves.

Wealthy pet owners will spend an irrational amount of money on their dogs in almost the same way that wealthy parents will spend anything on their kids.

I don't own a dog, but every person I've spoken to who does has told me that this is awesome and $99 is pretty small relative to what they spend on their pet. (Granted, most of these people have a reasonable disposable income that they're willing to spend on their dog.)

So I'd really love it if the people commenting would disclose whether they own a pet or not. I suspect a lot of the skepticism is from people who don't own pets.