It seems that everybody I talked to can't get passed the $10 line, and actually it's closer to $15 with taxes etc. Anyway, it seems to me if the carriers reduced it to $5 they would get many more customers to sign up that would more than make up for the profit margins at $10. It doesn't cost the carriers extra as the data used by the watch is counted against the phone data plan. And I don't think we use more data by having an AW with LTE service. But I must be wrong as I'm sure the carriers researched and studied what to price the AW LTE plan for max profit.
With my lifestyle and usage, I feel I'm right at the border on whether it's worth it to me. I'm going to keep the service for another year and see how it goes. On those occasions where you can't bring your phone or it's cumbersome to do so having the service is great. I smiled inside at the coolness of it. And a few times over the year I was about to leave and realized I didn't have my phone, and it was nice not to have to run back and just walk out the door knowing you have the service.