As a tech-hater who reacted violently when introduced to the I-Pad (a laptop with all intuitive navigation removed, hateful thing) I thought I'd detest this but strangely I don't. If this might unintentionally (?) get a few kids back into watches then so be it - so many youngsters I see now don't seem to wear one at all these days. I suppose it's too much to ask for the display to be configurable in such a way that you can be wearing Carrera one day, Autavia the next, Monaco the... ok, slight problem with that one. But come on - wouldn't that be cool ? Still, this kind of thing is never going to be a competitor to vintage mechanical is it. I can't see any enthusiast putting funds into this rather than a traditional piece - it's going to be in addition to, if at all. I'd be curious to try one, and coincidentally me and the other half are away Christmas shopping next week so if I happen to see one I'd at least try it for size if nothing more. Still not exactly sure what it's for though - if it wasn't watch-shaped I doubt I'd be interested.