Fitbit flex or Jawbone up?

I've done my research into this and do not know which one to go for.

The jawbone up is more expensive but looks better and has a really slick Iphone app. It tracks things like food, sleep, movement and offers more cool features the

The Fitbit Flex has yet to come out but has very good reviews, it is cheaper and has wireless syncing a well as all of the features that the Up has.

what do you think?