Bottom line is that the companies involved here all want/need to make money (obviously). The mags want subscribers to raise ad prices, companies want proper promotion of their products to increase sales, and the consumer is caught in the middle. Also, the quest for the "big one", the mythical idea that all of us can bag the same buck they see on cable TV makes us want to buy more.

"It can't be me or the land I hunt, it must be the equipment" - or something like that, haunts many of us.

I keep thinking this though - my dad's family grew up on a farm and was dirt poor. Yet, they harvested many fine deer, bow and all. No souped up 600 dollar bows, no scent lok, no this and that..yet we feel like we need any edge possible. I bet that most of the equipment and products sold do perform some service, but at what price. MArketing is a key component of pricing and demand, so factor that in as well. It comes down to diminishing returns.

Here is a case in point for myself - I shoot a 9 year old PSE. I can hit the vitals no problem at 30 yards. Yet, I keep thinking I "need" a new bow. Why? Subconciously I feel I will have better luck. But then reasoning comes in. Why spend $600 plus for a whole new rig when a little tuning and maintenance more than works? I bet a shoot the same amount of deer as if I had anew bow.

Mainly, this stuff is all a part of market environments. People are always looking for the magic pill, especially if it takes away any hard work. Why scout and clear lanes if you can totally - descent? Why try to work at getting within 20 yards if you can shoot a super fast bow out to 50? Why work on calling when you can just push a button on some device?

The problem is, I think, that there is so much BS out there that people may really miss what REALLY works, even from a product standpoint. I tend to ignore the ads and listen to hunters and opinions here. Seems to work better for me.