What caught my eye about this fitness band is that it actually looks like something my GF might wear. Meaning that it doesn't actually look hideous on the wrist, and you can change the style up to one that looks like metal jewelry.

What is really special about this band is that it tells you your body composition with the touch of two fingers on the metal plates.

So besides the body composition measurement, there's:

Heart Rate Monitoring
Activity and Sleep Tracking
Smart Alarm
7-10 day battery life, 1 hour to charge
Charges via MicroUSB (Yes! I hate having to carry a separate dongle for my UP 24 by Jawbone )

But they won a CES Innovation award, and I look forward to testing it out - if all goes well, some people will be getting these as gifts.