Strange. I wonder if it has anything to do with the model? I have a gray edition, 42 mm Series 3, and I notice that the crown feels "mushier" than my SS, 42 mm. Series 2. There is no clicking sound. You also need to push and let go of the crown really quickly to avoid bring up Siri.
I've have several of each model (except the Edition) and the feel varies by unit. I like the clicky ones and do not like the mushy ones. I wish they were consistent. I just like the tactile feedback of the click.
I returned the Series 3 Nike - the crown barely moved and no click at all, while the side button was loose and had a lot of play. Seemed like poor assembly or tolerances.