I guess I don't understand this absolute need for more faces. Would I like some more options? Sure, variety is the spice of life. Would I throw it away if we don't get them? Nope. If this was such a deal breaker, why would you buy it in the first place? Why isn't AndroidWear winning now if that's the key feature?
Because it is just expected that it will happen. It would be absolutely insane for them to not offer it. All the other watches offer this feature. Pebble Time, Android Wear etc. It's a staple.
There is not a whole lot of other features they can add to this thing without updating the hardware and people will get tired of the same few watch faces Apple has provided, I'm already tired of them.
When I bought my Watch I wanted the features it offered such as the highly integrated iPhone support. Android Wear at the time didn't even offer iPhone support. When it comes time to buy a new watch I may not get an Apple Watch.
The situation with the 2nd generation Android Watches is not only do they let you customise the face to your liking but they also have always on displays that show the face 24.7. The whole point of buying a luxurious watch like a rolex or whatever over a Casio is because you appreciate the design and not just the band and casing but the watch face too.
To me this is like the iPhone before it got an App Store. Apple giving us custom wallpaper background on the Watch is like the bridge they gave us on the iPhone when they said to developers:
"Make web-apps and have users pin them to the home screen with Safari bookmarks!" merely a stop gap measure until we get a proper SDK to make proper watch faces.
I stand by my earlier post that in my opinion Apple will hire people to vet watch face submissions just like how they vet Application submissions. And it's really not that different because Apple already rejects apps for copyright infringement, you cannot for example upload a Pokemon application to the store, they will reject it as Pokemon is a Nintendo trademark.
It'll only take them hiring a few good watch aficionados who can recognise a watch by its face design to create such a vetting team and it would take a few seconds per submitted face. And lets not forget Apple will still get a 70/30 split on watch face sales and they aren't just going to leave money on the table.