Normally order my bands through Amazon, but needed one immediately for a sporting event as my band broke literally last minute. Ran down to local Best Buy, found this new strap for about $15 and just grabbed it. I am pleasantly surprised - only been a couple days, so can't comment as to longevity or durability, but initial impressions are positive: nice feel/touch, comfortable, sporty design and a great price. The clasps/locking mechanism is a little different and takes getting used to, but seems secure.
Honestly, I don't know why anyone would buy the actual strap/band from Apple, ridiculously overpriced. And there are so many cool variations out there to try for a fraction of what Apple charges. This is a good one to give a shot.