Ouch. As a geek, iOS developer and gadget lover, I'm going to have tons of fun fiddling with the toy. But the thing I think Apple messed up on is the pricing. Take a look at the $10K watch vs the $17K watch. The only difference is the band. They are charging $7000 for a watchband! I'm not sure even the filthy rich will not notice that. Even the lesser models have incredibly pricy bands. I think many people will get the cheapest watch and a nice third party band.