I think the Up Move is promising for the low-end market where folks are just looking for really basic data, but when it comes to the Up3, I think I'd rather spend an extra $20 and go for the Microsoft Band simply because it has so much more functionality than a simple fitness tracker.
To be honest, I think the Up3 is a stroke of genius when it comes to Body Monitoring that no other device does. Taking parts of what the Body Media Fit did and having it in a more subtle device, which will be good for all around health tracking and not just work outs. Much as what the Basis B1 did with the extra monitors on there. I have found 24/7 Heart rate monitoring abit pointless. My fitbit flex was within 100 calories when I compared readings to a all day Heart rate monitor (Mio Alpha linked to Digifit).