Apple Watch 10 strap measurements are incorrect

Purchased an Apple Watch 10 with sports band.

Measured my old Apple Watch and found my wrist measurement.

Ordered an M/L as my size was comfortably within the stated 160-210mm on Apple and Amazon.

Imagine my disappointment when it turned up and was loose.

Turns out when compared to a ruler the holes are 182mm-222mm from the centre of the peg to the centre of the hole.

Bearing in mind there’s a bit of stretch in the strap, how have Apple got this so badly wrong? 22mm is nearly an inch for our American friends.

One opened Apple Watch on its way back.