IIRC, the pics on their site are a bit 'devious' in another way as the 'at ready' position and 'side slung' picture have the weapon slung on opposite (one is "patrol carry" style and the other is "CQB" style) shoulders, even though the text suggests it is a 'time lapse' type photo of its function.
I am also a bit curious as to why $2 of 1" webbing, 1 plastic ladder lock, and 2 plastic keepers cost $35 plus shipping. But then again, they are making money off of it, and I am sitting here typing at a computer at 1am.
I must admit, the concept is really interesting. I have been thining about making one from parts just to try out the concept, as I like the idea of being able to quickly "cinch up" the strap across my body. Maybe add a fastex buckle to quickly dump the rifle if need be...
Dawg