Is it? The technology is awesome but less than 2% of Americans have even occasional Afib. The technology records your ECG (and only when you manually choose to) but really that only has use for giving to a physician. I *totally* understand how this will save lives and be incredibly useful if you have Afib but for most it will be an extra cost with no real use at all. Now let me contrast that with the optical HR sensor that has been built into this watch... that provides warning for high, low, and Afib heart conditions (which most won't have, but it also does it with no user input which is great) while at the same time being a practical tool for nearly everyone being used to track heart rate during exercise (a test of conditioning) and HR during the entire day (all helping create more accurate calorie burns for everyone.) I'm not against it but this reminds me of cellular last year when most of us went "oh wow" when the lady made a call while windsurfing but then almost none of us used it or kept it after our trials because we take the phone with us everywhere anyway. for the privilege of the ECG (only useable in the USA for now, and even there only later this fall) and the better screen the watch costs $100 more across the board.