Cellular Watch Activation with ATT was a Horror show of ineptitude

So I just needed to activate Cellular on the Apple watch; but instead of Apple simplicity and ease of setup; once I clicked the set up cellular button and got connected to ATT nothing on their side worked. I called it a horror show of ineptitude which was not consistent with the usually excellent Apple ease of use and setup. Finally got it done after 40 minutes on the phone with ATT and complicated pages and unclear instructions. Even had to manually read out my IMEI number from my watch. A lousy user experience on the part of ATT.

Perhaps Apple can suggest they improve their user experience.