His explanation pretty much mimics the link I posted. Here's where he, ATA, AMO, etc. miss the boat.
"The Archery Trade Association (ATA) specifies that a Traditional Bowstring should be labeled and sold by the length of the bow not the bowstring length itself. A 60" Bowstring is for a 60" bow, not the length of the bowstring."
In a perfect world that would be fine and dandy--but in the real world it's useless for a lot of bows. Some bows don't follow AMO/ATA specs, some shooters don't like their bows tuned within the parameters of an AMO length string.
I learned a long time ago--if you make custom strings, go by the actual string length. If you don't, you will be spending a lot of time re-making strings for bows that don't follow AMO specs, or you will loose a big portion of your customers because the string you made for them doesn't fit and if you don't make good on it they won't be back.