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Berkley does some very agressive marketing on many of their products-whether they work or not. Many of their offerings are overpriced IMO-take the gulp line of soft plastics for instance. I like their rods (the IM-7 pro series models) but many of their lures are just hype.
 

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They have one ad where they talk about how a fish will hold onto their bait 18 times longer than an unscented bait and 3 times longer than competitors. Where do I sign up? ::)
 
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