I personally believe that the title is quite misleading. Although factually correct, it kind of makes it sound like a much bigger deal than it actually is. If I give you 10 fabrics to choose from and 10 button styles, I am offering you a 100 different shirts that way. The problem is that other than 1 or 2 button styles, others would look way too ugly. So, even though this is highly subjective, for the most part of it, looks like almost all of the combinations, from within a billion are not really feasible, and you really won't count 2 shirts with a slightly different inner cuff fabric as two different shirts. Right now, they have two pocket styles. If they were to add 3 more pocket styles (triangle cut, round cut, with or without button), then they have jacked up their shirt collection to 3 billion.

I am not just nitpicking on the number. The problem is that the customization isn't any great than what you would get a local shop. When I saw the title, I thought I would be able to design the fabric itself via combinations. That is what would result in really unique shirts for me, at least to the extent to what is implied by the title.

What the title really needs to imply is "customizable shirts" and that is something that is still amazing to me, and is great and something I would pay for.