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My two cents...
I think lure manufacturers need to keep changing things with freshwater lures since freshwater fish often see much more fishing pressure than saltwater fish. A 6-year old largemouth in a popular lake has seen dozens of lures in it's lifetime. They are smarter than you think. Catch one once on a rubber worm, and chances are that it will never eat one again. Most freshwater fish are released (as opposed to saltwater fish) and over time they get pretty savy.
Because of this, top freshwater anglers are always looking for lures that the fish haven't seen yet.
Little known fact: Freshwater bass fishing is the #1 most participated in sport in the US. It's a multi-billion dollar industry.
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