I couldn’t find any previous mention of it here on the Delugs forum, which seems odd as it’s very innovative. Having said that, for all I know other manufacturers may have been something similar for years. Still, patent-pending (for Fitwell, not Delugs) apparently.
Now, if Delugs would just offer less of a taper on their straps, I’d buy a Crazy Horse strap with the Fitwell…