If this motivates people to move, that's a good thing. I don't get why people is criticizing such a thing.
I purchased the AW last year. Honestly, I wasn't sure I would like it, and I am not crazy about the design. But it has help me to work out harder and achieve better goals and physical shape. I am an avid swimmer, and since getting the AW, I have been way more consistent, and I like the data and challenges to keep me moving even on days that I rather stay in bed. So it has been a great experience.
I miss my Omega watch, and I wished Apple had a band with the workout features of AW so I could keep using my Omega for most of the day but I guess you can't always get what you want.