Well turns out my local marine dealer ordered an Atwood Flush Cleat and that is different than an Atwood Neat Cleat. When I got to my lake place I took the old one out and found this:
Cleat as is, with the actual cleat removed because of the break:

Another angle:

View from inside engine compartment, WAY in the back in a difficult spot. YOGA TIME!!!!

After removal:

Measurement bow to stern:

Measurement hull to deck:

Up close so you can see what is under the fiberglass and gelcoat. Glad to see FW actually puts some solid stuff in there!

The Flush Cleat requires a cutout in a small rectangle shape to install it appropriately. The Neat Cleat (pictured below) has the stud mount system that I require here so I had to return the Flush Cleat and make sure the proper Neat Cleat was ordered. Turns out the Neat Cleat is $20 cheaper. BONUS!

Surprisingly, the old cleat I removed had no name brand or anything stamped on it. Only a patent number. I'll see if I can look up the patent number when a get a chance and update.
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Paul
2007 Four Winns Horizon 220Mercruiser 350 Mag MPI w/ Bravo III Drive
2004 Ford Explorer Limited (V8-AWD)
Pomme de Terre Lake (Southwest Missouri)