This is not a gimmick. I use natural, long lasting elements to create 'fish attracting' voltage right on your lure .... and it works! Over 50% of my online customers in 2016 were repeat buyers and their friends. Who else can match that claim? I have a full range of products all aimed at creating positive voltage fields on or near your lures. Many species love it, including springs, coho, halibut. Quality products of Canada. www.lurecharge.com