I think they're going after correct audience. They're going after people who probably already record these things. For eg I use a heart rate monitor, cycling computer that records GPS coordinates and speed/cadence/altitude changes when I cycle. If this thing had ANT+ connectivity and worked with extra sensors I would buy it to replace my cycling gear.

I can't see anyone spending $200 for this if they're not at least somewhat serious about their exercise. Counting steps and taking my heart rate twice a day is just a gimmick to me.