I really loved the idea of the levels of usage each of these items could have. For me, an avid outdoorsman, I use the ski strap and dry bag on epic mountain adventures. Whereas my teammate in NYC puts them to just as good use as a strap to contain her computer wires and a a picnic bag. The biggest hope, though, is to give people tools to dabble in the uncomfortable and have an excuse to go on an adventure of their own.