$99? A brand new Garmin Vivofit 4 which has an always on display and a year of battery life is $79.99 USD. It's the low margin segment of the space and that's w

$99? A brand new Garmin Vivofit 4 which has an always on display and a year of battery life is $79.99 USD. It's the low margin segment of the space and that's where Fitbit put all their eggs. Fitbit didn't really invest in anything behind low-end fitness tracking well. They tried, but people buy other products now. They want heart rate, they want GPS, they want PulseOx and ECG features and will pay for them. Regardless of whether or not they need them.