I'm impressed with the price point. It's about what I'd expect a device like this to run if it were a higher-volume product selling through mass-market channels, rather than a low-volume, enthusiast product selling only through the manufacturer's website.
SparkFun, if you're not already aware of it, is only vaguely related to ThinkGeek, but it seems to me anyone looking at a hackable watch would be right at home there.
Are you guys courting retailers like ThinkGeek?