How are you looking at a map with a $40 smart watch while riding a bike?

Sure, the high end options from apple and garmin can show maps, but you are always going to have to take a hand off the handlebar to have a good look at that tiny screen (that's why cyclists spend up to 1000$ on garmin bike computers).

There's certainly a market for a lightweight HUD and i am pretty sure some company like xreal will eventually have another shot at it.

I don't look at a map whilst riding a bike period. I don't have that want. Differently people use tech differently.