The cat is out of the bag.
It is so easy to get any display on a smart watch and so much fun to switch, while it is no easier to stop than music/film/book copying.
I understand that they need to be seen doing it for their customer base but for the rest it just ADDS to the aspirational and Veblen value. There simply is no sales threat and neither is there a deceptive value in it. Well, unless they are planning to bring out their own