I certainly don't feel the need to justify my purchases to anyone, other than my spouse and was also torn between the SS and the Sport, too. I finally opted for the Sport: 1) the fitness application was my primary reason for wanting this (for past several years) 2) this is 1st Gen. If its is a great as I think I will be, then I can upgrade to SS on the next model and still probably get a good resale price for my 1st Gen Sport. 3) since this is brand new, I fear that thefts and robberies will be on the rise. My Sport will most likely not be as much of an attention getter.
Rolex and other nice watches cost way more than Apple Watch. If they don't worry about theft and robbery we should not worry any more than they have been all those years.