I met the owner at a race expo. Good guy, good product. I got a set and like them. You can customize the fit of your shoe better with these than any other lacing system that I've tried.
I started using these this year and like them a lot.
The bands look like hair bands... in fact my wife said that's what they were when I was lacing up my first pair and I'd call her an expert in that department.
I'll be buying my replacement bands from the beauty aisle I guess.