Completely agree. I used to be a dedicated Fitbit and more recently Vivoactive wearer and after just switching to using the iPhone plus some apps like Jawbone for sleep tracking I find the value-add of the low-end fitness 'watches' to be completely replaced by the iPhone's built in capabilities. I do plan on buying a Fenix when the next model rev comes out to use when in the mountains and I don't want to rely on a smartphone or wear my automatic watch, but I'd be very concerned if I was Fitbit.