I really really like the idea of a smart watch band for a handful of reasons, but a smart watch is going to move more units. A fitness tracker with a watchband

I really really like the idea of a smart watch band for a handful of reasons, but a smart watch is going to move more units. A fitness tracker with a watchband form factor and can vibrate for phone notifications would satisfy most of my smart watch desires (I wouldn't even need a screen on it). I'd buy one of those in addition to the smartwatch I have now, as I still wear my nice watch when I need to dress up. My smartwatch is uglier than the apple watch, but don't think a black LED screen on a wrist is ever a good look. But smartphones have made many people stop wearing watches in general, and fitness trackers aren't the most popular products either. And a secondary screen (like in your link) for someone who doesn't want a timepiece in the first place doesn't make sense, just give prime placement to one really nice display. Plus branding. People don't just want smart functionality in a good looking watch, they want to be seen wearing an Apple Watch.