I understand the market placement. My point was the Ultra is what the S8 should have been (at least feature wise). Really, look at the advancements from S4 to S8 and tell me they haven't gimped the mainstream watch so that they could create this new Ultra market. They really don't have much competition, so why not. They can now command $800 for the privilege of these advancements.
Oh I agree they’ve well and truly taken the mick out of those of us who buy the general Apple Watch. My days of buying the latest watch and iPhone ended this year. I’m now looking at an S7 and a 13 Pro as my upgrades. The price hikes on watches and iPhones has just confirmed to me it’s not worth getting anything new from now on.