I have got to wonder if the display can be turned off...I sleep with mine on because I enjoy the vibration awake. I also do not like to see it on me or my passengers wrist when driving the car at night.While it may be true that there aren't a lot of things upgraded, always on display is a HUGE one that is usually at the top of every single person's list of Apple Watch upgrades since 2015. It was a surprise feature and we will gladly take it. Doesn't mean I'm going to upgrade my Series 4 this year, but I'm stoked and looking forward to my next upgrade even more.