Great fire starter, works well and even the reflective metal, while small, still can take a shine, even under a light bulb which is impressive. Flint and striker works well and the buckle is very rugged and I have no issues after a year of every day use and action in the field and it feels like it could last 20 years or more. I would skip the customization however. The yellow rubber they print the words on rubs off within a couple months of wear all on it's own so no point (though the rubber is still in perfect condition.) It would be cool if they could stitch letters onto the bracelet itself or if it came with a a few extra feet of jute to do so yourself or to add to the length to make it fit better. Also, it would be cool if it included a piece of paper that explained how to rebraid it after using a little which means once it's unraveled there is no way to wear it again. I like to drip Palo Santo oil onto my bracelet as the jute soaks it up and provides a pleasant long lasting smell that also aids in keeping the jute lit longer. Purchased mine at REI. Highly recommended overall!