GOUGE: Here's the deal about the Hot List. We've said it privately many times that on the surface what we're trying to do (i.e., evaluate the golf equipment universe) is borderline impossible. And it would be just that if you went about it randomly, with no regard to a detailed process. But we have a process and we stick by that process. What you see in the magazine and on our website is the result of that process. The mission is to make your search that much simpler. You take it from there. The fact is, I firmly believe that the most significant products in golf today, the ones you see here, are those that for the most part enable the golfer to find the exact product that optimizes his individual needs. Some examples: The Ping G10 fairway wood comes in a draw and neutral version to fit ballflight needs, it's got the backing of a long-standing and soon-to-be-enhanced fitting system (expect something computerized this spring) and it's got 10 versions. The Mizuno MX-25 game-improvement iron has been on our list for a second year because it neatly slots itself in that area between Game Improvement in performance and Players Iron in looks. But most importantly, Mizuno's commitment to customization means a player chooses from 45 possible shaft options and doesn't have to wait six weeks to get it. And we love SeeMore putters' approach to the mystery of aim and alignment, but again it's not just this good idea that sells us on these putters, it's a commitment to serving the needs of the individual golfer with eight different shaft length options. These products, like all those on this year's list, make it clear that if you're not at least investigating new products and new technologies, then you really don't want to get better.
BOMB: And Merry Christmas to you, too, my friend. Geez, we haven't blogged in almost two months (understandable since we were putting this beast to bed) and you come out of the blocks with Sominex? Actually, here's the deal about Hot List for those taking a look. You'll notice some changes this year. Notably, there is no longer an Editors' Choice designation. Folks, start your barbs now like you do every year. We're sellouts. It's all about advertising. It's this. It's that. I think we've all been down this road before. Think what you want. We know the truth. Fact is, we have gold medal winners, silver medal winners and about three times as many products that didn’t make the list at all. We also have about 20 percent fewer gold medal winners this year than last year. I know people always want to know "Who won?" If you really must know, take a look at the five individual criteria and you can probably figure it out. It's not like we're hiding anything here. But bottom line is any product that is gold gets our absolute highest recommendation. They all received scores over 96 on a 100-point scale. Silver medalists scored over 92. Check them all out, not just one. The Hot List was meant to be a starting point for you, not one-stop shopping. We want you to think, not react. And if you disagree with that, well, we're all ears.
