Prices are up on the UK store, if you want to see them. Not quite $ for £, thankfully.
I was thinking about this earlier, and I suspect that the most common use is actually the least exciting. When you work with your hands a lot in construction, or any skilled labour job really, often you feel your phone vibrate in your jacket pocket and have to decide whether to try and stop what you're doing to answer it, or ignore it and hope it's not important. With a watch you can simply glance at your wrist and decide immediately whether it's important or not, and choose to answer it with a quick "I'm busy, call you back in 5!" if you need to. That alone could be worth the entrance fee.
The £££ ones are for the elite, and they're priced exactly where they should be.