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Oddly, I think there is a lot of truth to that. The first year storm shads came out, they crushed fish, outfished everything out there. Each year after that... less and less effective. Saw the same thing for the "Jiggy Spook" still a great plug BTW.
My half @$$ theory is after getting hooked on a certain plug, fish either:
A. Get eaten/tossed in a dumpster
B. Get released w/ a strong aversion to said plug.
Either way, there are less fish out there attracted to the action/looks of the plug.
Just my half @$$ theory...
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