Have had series 0-7 before the Ultra. On balance I like it very much. The pros out weigh the cons for me.
Cons:
The volume! It was advertised as 40% louder due to having 2 speakers. It's no louder than my 7.
I gingerly tried out the siren expecting to be blasted away by the sound. I wasn't. Someone would have to be within about 40 feet - maybe less - to hear it. I can yell much louder than that. So, not much help if I were stranded in the nearby wilderness. To scare away an attacker, I'd have to ask them to move closer to hear it and be scared away. 😆
The orange button and ring. Orange is my least favorite color and I wasn't happy about this. However, seeing them in person, I found that the orange isn't as garish as I expected. More on the new copper shade. Also, since I'm mostly looking down at the screen, I don't even see the dreaded color.
Pros: There are many!
Battery life: OMG! While I've only had this since Monday, I've only charged it twice. The first charge was quick and just to make sure it worked. The second charge (100%) lasted over 48 hours before I charged it at 15% battery life left. However, I do realize it takes a few chargings for the % numbers to become more accurate. However, if this keeps up, I'll be seriously impressed. It makes the purchase worthwhile for me. A caveat, though, I'm not using a lot of the athletic apps.
Size: Since I'm a woman, I was afraid it would look gigantic on my wrist. Like strapping on an iPad.

It looks fine and actually doesn't look that much larger than my 7, though it is noticeably taller.
Weight: I got a SS Series 2 and hated the extra weight. But this probably weighs more than that one did and surprisingly doesn't bother me. Maybe because it's spread out over a slightly larger area. Or maybe it's the way the band attaches. It's even fine at night, as I sleep with it on for the sleep analysis.
Band: I got the Starlight Alpine band. The color complements the Ultra. The band is a lot more attractive in person and is quite nice. I had been using a woven loop band, so the Alpine seems finicky to put on and take off. I had a 3rd party Starlight woven band and I actually like wearing it better. For some reason the woven band also makes the Ultra look a bit smaller.
Side Button: Not sure just what I'll use it for, but for now have it set to fire the flashlight. One minor thing, when I was trying out the siren, it also turned the flashlight on. Something to keep in mind, if you expect to use the siren.