I agree they look the same and I own a Timefactors in 22mm and the silicone and PU straps from Ocean7 that look similar as well. I think the difference here and it is big is the rubber that is used. IMHO silicone should not be used for straps as they have a tendancy to break I have had several that have done this and they pick up lint. I have a feeling that these are made by Bonetto Cinturini of Italy and their rubber straps last forever. I have some of their straps since maybe about 2000 and they are still fine. I guess they are steep because Im sure they had to pay $$$$$ to have the molds made and then they have to buy so many straps as well. I checked into having straps made before and it was not cheap, I was not willing to outlay the cash for the molds and then buy 1000 straps.
Kudos to these guys for bring these straps to market, I love quality rubber straps and will need some of these for sure.