I'd say $30 for a silicone strap is pretty steep. However, if just the band loop breaks, generic replacements of the loop are less than 1 USD on ebay (although as mentioned, they won't have the pointy protrusion that fits into the band holes to hold the loop in place).
just noticed this nick on my strap, worn 24x7 since the watch came out, apart from swopping for a leather strap for work and going out at nights.
Hopefully will get replaced under guarantee!