I've only had mine for 1.5 years, and it has gotten to start exercising again. Competing with others and myself really works for me. My sister in law, on the other hand, could care less about competing and the monthly awards. I think personality types and what motivates a person matter as to what benefit the device poses. I thought long and hard before agreeing to the watch as a gift. I would disagree about the design aspect. The fact that so many bands are available in different colors mean that the options for women are endless. Maybe this is less so for men? Great article, lots of food for thought.