Why, particularly is 9h not long enough? That is time actively recording, not just passive on your wrist, even for ultra marathons that's more than long enough.
I moved to the motoactv from a phone but I know from experience that you aren't always going to be able to hear your phone speaker in a crowd of runners (let alone if cycling) and many races ban headphones.
I'm not saying this is the most amazing device ever and that everyone should buy one but you're looking at it in the wrong market. For people who are looking to buy a GPS sports watch its feature set and price are competitive.