I don't know about you but I hate bulky, hard things on my wrist. The rubber/plastic straps that come with the Fitbits don't suit me at all, I hate them! I type all day and they end up hurting my wrists, not to mention they don't breathe at all and my wrist ends up itching. It's absolutely perfect for me! I don't feel it, it doesn't bother me at all, it breathes and it's very easy to put on and take off my Fitbit with it. What more can I ask for?! I will get them in other colors as well. That's what I can ask :-) I'm not sure why they included "mobile app" in the ranking even though it has absolutely nothing to do with mobile app.
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