GOUGE: The most important thing we learned today at our annual Hot List Summit has to be that men and women really aren't that different. In fact, when it comes to golf equipment, both the boys and the girls seem to be frighteningly the same. Today's mission in Mesquite was a full sampling of the latest and greatest in women's golf equipment, all part of the research for an upcoming story on new equipment in Golf for Women by Stina Sternberg.

Our smart, smooth swinging group of women spent a good six hours on the driving range and putting green, and while what they learned about new golf technology was substantial, it may not have been as vital as what they learned about themselves and their golf experience. Bottom line: They learned that what they thought they knew was wrong. They learned that a 16-degree driver (like the TourEdge GeoMax) is not such a bad idea. They learned that a tiny fairway wood with a 7-iron loft (like in Mizuno's new Sora set) is worth a try. They learned that an unusual shape (like the TaylorMade r7 CGB Max driver) shouldn't be a deterrent to experimentation.

Technology in golf equipment, as we've often said here, is moving at a staggeringly rapid pace, dizzying to those who don't have to follow it for a living. The upshot is they don't end up trusting their instincts in looking for new technology. Newer can be better, certainly, but what's clear is that they haven't given themselves a chance to see how better some of today's designs are for weaker golfers. I watched a lovely woman named Charlie who's been playing for the last 15 years hit a tee shot like she had never imagined before, just because she was using a driver with the proper loft for her swing. "Oh, I'm in love," she said often during the day's proceedings. At one point she even explained that she had been trying her husband's new driver a little bit to see if she liked it. That's not going to work. Funny how when she tried that same driver in a women's flex and a higher loft, she liked it so much more. It's why everyone needs to go through some kind of fitting. Our women found out today that the companies who are really committed to understanding women golfers are producing products that can change women's games. But you won't know that until you try it.

BOMB: I have to say, I was impressed by the commitment and stamina of our group today. It also was interesting to see the reactions to several products. In short, these women didn't pussyfoot around. If they didn't like something they let you know in no uncertain terms. "Holy hell—what is this? " one of our panelists blurted out after one putt with a flat stick. "This is just too ugly to do. I want to divorce this one!" Another gem: "This thing looks like it has eyes bugging out and looking at me. I'm laughing too hard to swing. " But the bottom line was this: The bug-eyed driver got the last laugh, getting high marks for performance if not prettiness.

That comment came courtesy of one of my pair of single-digit players, Mary and Jodi, whose attitude toward the process was terrific. "Do I really need to go have my picture taken?" Mary asked, preferring to keep hitting balls rather than submit to the request of the photographer who was, to put it bluntly, a pain in the ass. It was representative of the function over form attitude that prevailed throughout the day. Clubs they felt they hit well got high marks. Those that didn't perform up to snuff, well, not so much. Just as it ought to be.

Partner, I know you're wondering why these women don't all have the new stuff in their bags. But I don't think it's them. I think it's the service given to them. Stina wrote a great piece recently about how women are treated in a golf shop or store. These women we had out there today were highly interested in bettering their games. This was an opportunity to do that by hitting a wide variety of clubs. And any retailer that wants to expand their women's business simply needs to provide as many demo clubs as possible along with some knowledgeable, helpful sales staff and watch the registers start ringing. What do women want? The same as us: Good product, good selection and good service. And a little respect wouldn't hurt either.