I understand keeping the cost down and making a device more profitable, but a $350+ USD device that is clearly advertised to the more active crowd would get rewarded with a watch face that is just as durable as the activity that active user is doing. It's clearly a sport watch. Sporty colorful bands, and noticeably lighter. It's made for the active user. But give us a watch face that can scratch very easily. That makes sense. Please don't give me "you should of bought the SS model" jibber jabber. I had the SS watch since launch, but prefer the sporty SG watch for my lifestyle. Love Apple, but some new members need to be at that roundtable.