Nothing wrong with the Apple Watch’s Workout app, but there’s a big difference between recording what you’ve done and controlling an electric motor to provide different riding capabilities and experiences. 
These e-bikes are pretty expensive, but if it’s something that eliminates the need to own a car or significantly increases mobility in an urban area where a car isn’t feasible, I could see someone being happy to pay the premium. And as you saw in the article, Julio is really clear about how there are less-expensive approaches, even within the same product lines.
And I can’t criticize since I ride a long-stride ElliptiGO 8C, which I bought 7 years ago for $2700 and have ridden for 3800 miles despite being mostly a runner. ElliptiGO just announced an electric conversion kit that would be another $1300. Personally, I only ride for exercise and fun, not transportation, so I’m not really interested in a motor to make it easier. But perhaps that’s wrongheaded thinking, and if riding were easier (Ithaca is really hilly), maybe I would trade some car trips for rides. But then again, our main car is an electric Nissan Leaf, so I’m already electric in the car, and it’s powered from our solar array, so we’re not hitting the grid regardless. So many calculations to make! 