Hey Nick! I bought your starter three pack - which included the ruler strap - some weeks ago and I like the product. A lot! My comments are as follows:
1. I love the supple feel of the leather. I have some watches where the pin-to-watch body gap is too narrow for some NATO straps. Your stud straps fit even these.
2. I, like many watch geeks, am looking for something different. The stud design, versus a buckle, fits that purpose
3. I love the adjustability that the studs provide. Infinite. Also very easy to change out and fit to the wrist.
4. Suggest that all straps come with two studs. As you can see from my photo, this prevents a tongue of the strap from skewing sideways a little.
5. Love the earth tones (autumn redux, for example) and the designs (like waves). I would like to see more colors - blues (including a soft pastel), greens, reds etc.
6. The studs almost have a steam punk aesthetic. Nice!
Keep up the good work!