That thought did come to my head as I was typing this. I was just watching the keynote video yesterday, and the segment came across as appealing to those in the market for an aspirational, high-end Apple Watch. I don't think Apple is going to do a retread of the $19000 gold Apple Watch (which never made sense as it's going to be obsolete in a couple of years, unlike regular luxury timepieces), so health and fitness continue to the next most logical areas to double down on.
Part of growing any sport or activity is getting people to take an interest in it. I'm sure there are some people that will use the AWUltra as a Segway into some of the activities Apple is promoting with the new watch offering.