Any "open ecosystem" product needs to be a competitive product out of the box, otherwise it's just a development toy. Developers aren't going to enhance your product to fill in all the gaps unless there are customers, and preferably paying ones.
Acknowledging I'm in a small niche, programmable high quality GPS watches are kind of not really a thing. As a developer, I find the hardware offering compelling and is something I jumped on. Agreed that it won't reach mass market with that mentality though.