We are ultimately buying a product with a big chunk of intangible value attached to it. Part of how we decide to spend our hard earned $ and evaluate the product itself largely depend very much on the way the mfg communicate the message and how effective it is. GG is experimenting the way they communicate and frame the image of the watch in consumer mind. Eventually, they will find out how well it works, but it is not appropriate to shoot the messenger for bringing us the message, in fact we should thank the messenger for doing so...