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Harder or softer than what? Sluggos? Yums? Berkley? Storm?
I'm not so sure anything needs to be reinvented or revised with respect to the density/pliability of the bait. Action does not seem to be a major issue either, as its pretty apparent that the people who know how to work what's out there now are doing very well.
Indeed, to build in a defined action would probably be counter productive as the best baits act as a blank canvas, allowing the angler the highest degree of presention and control.
What people are looking for is:
1) A better deal on price for an equal product. Producing an equal product, that would prove to be the key factor. Claiming a lure or bait is better or equal is not enough. Sadly for the newcomer, established, successful companies often have it right.
2) More realistic imitating patterns
3) Better attracting patterns
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