$20 tracker just announced by FIT competitor: "Misfit Debuts The Flash Link, A $20 Activity Tracker That Also Controls Apps And Smart Home Devices" The field is ALREADY massively crowded especially if you figure in the smartphones with pedometers. http://techcrunch.com/2015/07/16/misfit-debuts-the-flash-link-a-20-activity-tracker-that-also-controls-apps-and-smart-home-devices/