As the guy who designed the Cinch, I don't think the Air is a ripoff.
The idea for the Cinch came directly from my experience with military gear where sliding adjuster mechanisms are quite common (Blue Force Gear's Vickers sling, Kyle Lamb's VTAC, Magpul's MS series, etc). We simply adapted the concept to cameras. Even before us, a Japanese outfit had the Digital Ninja strap that sorta did the quick adjust deal, but was a very simple webbing sling without the comfort of a shoulder pad.
I bring a very strong set of opinions to camera strap design. I strive for minimalism (as much as possible while offering the features we see as critical), I despise excess strap hanging about and I have a massive aversion to leaving things stuck on your camera that aren't very unobtrusive (the membrane connector), add value on their own (our Arca plate) or can be very quickly removed (the New New Thing out in a couple of weeks).
To be honest, to some people, those opinions are at odds with what they want out of a camera strap and that is OK! This is a boutique, cottage industry with dozens of little guys like us making all kinds of permutations of strap. CSLR's Air is a different take on the quick adjust sling concept. So is the Joby Ultra. So is the Digital Ninja.
Also, we know the CSLR guys in passing and they are good folks who make quality products and execute them really well. The thing BR seems to not understand is that we aren't competition for one another; we all compete against the crappy, free strap that ships with your camera. I'm happy to see the Air come out; a rising tide raises all boats.
Thank you for the time you spend here explaining things. I've never bought anything from Luma but your candidness will certainly be a factor in my next purchase.