Once they are done adding features from new watches then I think you will see the end of firmware updates. At some point the firmware is "good enough" and makes no sense putting effort into it since they will need  way to entice you into buying the new version.

The Plus had a beta posted about 21 days ago but no sign of a regular 5 beta. Usually they appear around the same time as someone asks if they are done! I'd like to think we are not - just for bug fixes. Only Garmin could really answer that question - They never seem very active on the forums but appear even less so since the switch over.

I'm installing an update to Sensor Hub (6.70) and Display (3.00) on the f5x as I type this.

We have our answer. A new beta is up

The second reason is brand loyalty.  Back to the smartphone comparison- the smartphone market has no brand loyalty.

I take no issue with how Garmin has progressed with the Fenix 5 lineup and the 5+ lineup. The Descent Mk1 and Garmin’s Scuba Diving division is so poorly run, it’s at a comical state. We’re going on 7 months since our last update, 5 months before that (no beta’s). We’re almost a year behind the 5x (which is what it’s being promoted as being like). We have Garmin Admin’s coming on saying that an update is coming in the “near future” and this was 35 days ago. While I will continue to personally buy the Fenix lineup, I will not support future Diving watches that Garmin puts out and as a Garmin Dealer, I will not buy nor sell a single new model from their Scuba Diving division. I’ll sell other reputable diving manufacturers computers instead.  

Ps: My loyalty is with Apple, I have no complaints and a hell of a lot less problems than when I was on Android.

Not to mention my favourite one the '

Projected Elevation profile STILL wrong SINCE v 7.10 when navigating a route

' bug

If it is broken, do fix it...

If it ain't broken add features until it is?

I have no doubt that there are a few people out there that have issues, but my f5 (and I'm guessing the majority of other owners) works perfectly for running and cycling.

There's another scenario: the day before the class action suit is filled they announce a new "HIGH END" device with even more useless metrics for the average runner based on meaningless data coming from inaccurate/faulty sensors, and you all are happy again and willing to spend another few hundreds on such a shitty product.