It's pretty easy to use as far as I'm concerned. It's also a LOT smaller than the Gear and doesn't look like a hockey puck strapped to your wrist (I'm looking at you Moto 360).You and me too, I can't help but remember the comments on MR after the Galaxy Gear was released, laughing how Apple wouldn't release something with less than 2 days battery life and a touchscreen/simple zoom interface. As far as I can see it's just a nicer version of a Gear. Nobody I know who's tried it has said its interface was intuitive like the iPhone immediately was, though they'll 'learn to love it'. =/
Ah well, I'm not one to judge on how people spend their money. If it works for them and it's a useful tool, it's good that Apple have a product in the wearable market.