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Correct, Hobie is selling this like RAM products, Scotty, Yakattack, Stohlquist and a bunch of other companies that they co-brand.
Make sure you pick a warm day for best adhesion, I also find taking a heat gun lightly over the surface just before applying each spot gets the backing glue extra tacky.
The main benefits are making it quieter when stuff hits the deck and more comfortable on your feet.
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