Even stranger is that it doesn't seem like a very good product (in general, not just the Kickstarter ones). Not a good watch, not a good running aid (even with the ugly dongle that's required), not a good iPod.

I realise that watches are almost totally (and iPods and phones are partly) fashion accessories, but it's still strange to see something so functionally awkward associated with the Apple brand.

(As a fan of factory films though, his latest update was hypnotic in the best tradition of such videos. Made the whole project worthwhile as far as I'm concerned).