So everyone keeps complaining about the cost of the LTE plan. I upgrade my watch every year or whenever they release one. I have AT&T and all other carriers as well in the US are giving 3 months free and waiving the activation fee. I am essentially paying for 9 months or $90. The cost of the LTE watch is $70 more, but in my case I wanted SS, and I had no option to get one without LTE. Essentially I am paying $90 more overall having the plan on a SS watch to have cellular for a year. When the next watch comes out, I can decide at that time, if I want to continue LTE on that one or not. For $90 I think it's a pretty great deal to have cellular for a full year. Anyways to each their own, but I am a happy customer.