Aahhhh I get the meaning of this article for linking your apple watch with you EXISTING smartwatch plan now.
This is for if you already have a smartwatch plan (for say a series 3) but want to use the same plan on your series 4 (say you're upgrading watches). You wouldn't need a new plan....just unpair your series 3, pair your series 4 and 'activate cellular' but instead of choosing a new plan, you'd chose your existing smartwatch line. Makes sense.
Was just on a chat with tech support
He suggested that I use my middle initial on the first line of the 911 address page as that's how they have it in their system. STILL DIDN"T WORK. Oh well.
So the moral of the story is, if you have a middle initial on your rogers profile, include that on the first line of the 911 page. Maybe that will solve your problem or maybe it wont.