Aaah, the things that inspire. Nothing like a first child to make parents spazz out about dirty shoelaces and other assorted germy items. But a first child is indeed the inspiration for GeniusStrap according to the video. Then the second one comes along and is lucky if the pacifier even gets washed off after hitting the floor and laying there for a week. Nevertheless, GeniusStrap has multiple uses beyond just locking up shoelaces. The rubber strip with its holes and balled ends stretches and locks into place for use with bundling items, condensing, toting, securing, ponytail holder, even finger exercises. While there are shoelace locks out there, including some crowdfunded ones , GeniusStrap seems to have far more versatility. For $16, a backer gets a set of GeniusStraps (8 pieces) and an expected delivery of Aug 2014.