I'm pretty sure the first time most of us heard this word, it was tied to the WATCH. Question is, has anyone done any research to see if this particular material was used in any previous commercial product? Does it break, crack, discolor, etc.? I owned a Pebble smartwatch and the band lasted for almost two years before noticing cracks on the inside of the rubber strap. Luckily, my local Target store carried replacement straps (feminine ones), so I handed it over to my daughter at the same time. Anyone had enough time during their local Apple Store appointment to see exactly how durable, stretchable, bendable, etc. it is?