"Creepy" implies you're scared that they're publishing this information somewhere. This is not true - it's encrypted and only used to help you keep track of your fitness.
Considering Activity tracking is one of the core features of having an Apple Watch in the first place, no, I absolutely have not turned it off.
You don't need the tinfoil hat with Apple. They're one of the few companies that actually still care about privacy.
Even if a company like Jawbone or Fitbit published your heart rate, so what? What exactly can be revealed about an individual given their heart rate? It can't be used to identify anybody. It's like publishing the hex colour of your front teeth.