They almost have this right.  Overall these are nice and work well.  However, they need to stagger the sizes slightly.  By having all of them the exact same size, it means the lower ones (closest to the toes) will be a little to larger and the highest ones will be too small.  If they just made them slightly staggered so the lower ones were smaller it would be perfect.  I find the top most ones pop open from time to time.  My feet might be large, but still - it would not be hard to stagger these.  But having tried the elastic-style shoe laces in other shoes I will say these are definitely better.