No, it's not paper that never ends. They are a company that makes journals with lots of good reviews, and I have my first order to try them out.
So why does the paper matter? I'm not too fond of paper that lets ink bleed through, and I like the manual note-taking process for longer-form thoughts and referencing.
I have been a long-time Moleskine user, but I have found better alternatives in the past, like Rhodia and Claire Fontaine. I prefer Rhodia for use with fountain pens and ink.
After seeing some video reviews with many different ink and pen examples, I was impressed by Endless stationery, and thanks to a 10% off for signing up for their newsletter, I have some on the way to try out.
You can read my full review in the following post, ‘Writing Journal Review – Endless Stationery Explorer.'
You might be interested in my post, Bullet Journaling for one.