Sure.
The actual difference in the wooden sticks is negligible, if any, although I must commend your eyesight. The REI match in the closeup picture above had been handled considerably. I whittled off a few thin slices while marveling over it - plus I may have even chewed on it a bit. <img src="/images/graemlins/cool.gif" alt="" />
Here's a closeup of two fresh ones.
I had no problems striking them, (choke up, strike down - do not draw) although I must say the extra "bare" stick length has pros & cons: because it is longer, I was comfortable knowing that I had more wood to burn, before my fingers; but I exercised more caution in spite of the length because I envisioned it breaking easier for some reason (which it didn't). I also had to try a couple of matchsafes for size - keep that in mind.
Like the NATO matches, the REI matches are not strike anywhere and do require a striker. The REI's have 2 strikers on the box and 2 sealed packets containing 2 strikers each - a nice touch.
The NATO's have one striker built into the cap.
As I stated, performance of the REI's compared to that of the NATO's: I lit an REI match, then dunked it into a container of water for a second. When I removed the match, it "re-lit" itself and started burning again. I then tried to blow it out and was unsuccessful. Once the incendiary head burned down to the bare wood, it was easy to extinguish.
Given a waterproof matchsafe, I feel comfortable using the REI's.