I received the watch with 72% battery out of the box at 10:30 am. It's now 4:12 pm PST and the battery is at 58%. I've been playing with it a lot too. Not sure why people were complaining before even trying the watch.
I agree, I've been playing with mine quite a bit for the past 9 hours and it went down 50%. That included a 10 min phone call and probably 50-60 text messages.