This is a further contribution authored by Carl Ochnio, an avid freshwater fly angler who lives in central Connecticut. Carl is a former higher education professional who now finds as much time as he can wading in moving water. All photo credits belong to Carl. carl.ochnio@gmail.com
Caveat Emptor…the holiday catalog season
It's the holiday season, and my mailbox is filling up with fly-fishing catalogs. I can only blame myself for this influx of mail. When I started my journey into fly fishing, I tried to attend every relevant outdoor show in the region. As I walked through the exhibitor booths, I eagerly signed up for as many mailing lists as possible. Receiving all these catalogs felt like a validation of my commitment to the sport. At the very least, my mail carrier might have been impressed—or, more likely, frustrated with my new pastime.
The Newest Fly-Fishing Gadgets
As a beginner, I eagerly looked forward to browsing through catalogs to keep up with the latest innovations in fly fishing. The "hottest" items quickly found their way onto my holiday and birthday wish lists. There never seemed to be a shortage of improved rods, reels, waders, lines, tippets, indicators, and flies—new products were consistently available. Marketing often influences anglers, and they easily fall for the latest trends as they search for any advantage in their quest to catch as many fish as possible.
I have come to realize that the true experts in attracting prey may be the designers and producers of catalogs. These publications are skillfully crafted to entice anglers into making purchases.
It's no coincidence these catalogs start arriving as winter sets in when most anglers are stuck indoors, eagerly awaiting the first signs of spring. During this time, they are particularly vulnerable and often find it difficult to resist the temptation to purchase new gear.
After browsing through catalogs for several decades, I no longer feel the same excitement I once felt. My current view of them could be described as skeptical, especially when I encounter phrases like "game-changing" or "revolutionary." For instance, I recently read this quote, "These are a must-have for your fly box. The fish will never stand a chance." I often dismiss the claims and testimonials associated with various innovations in fishing. Sometimes, these claims seem as credible as political campaign promises, and nobody enjoys feeling bamboozled. To quote the late George Carlin, "America's leading industry is still the manufacturing, distribution, packing, and marketing of B.S."
So many choices in new fly-fishing products
Making the decision to purchase products has become increasingly difficult. Do we, as consumers, have too many choices? There was a time when selecting hooks meant choosing between Mustad or Eagle Claw. I recently received a catalog featuring four pages of hook options from various companies, showcasing a wide range of sizes and styles. Based on the information provided, angling has suddenly become more technical and strategic. This raises the question: is it still possible to catch fish using a standard Mustad hook?
Life felt much simpler in the good old days. For example, when someone needed a new pair of sneakers, the choice was easy: Converse All-Stars came in just two colors—black or white. Likewise, Henry Ford made choices easier when he famously stated that you could have a Model T in any color you wanted, "as long as it's black."
In his 1970 book Future Shock, Alvin Toffler introduced the concept of "over choice" or "choice overload." He discusses how people struggle to make decisions when faced with too many options. One effective way to address this issue is to adopt a lifestyle of intentional simplicity. For example, entrepreneur Mark Zuckerberg has streamlined his daily wardrobe to just one or two outfits, reducing the number of daily decisions he needs to make. Similarly, Isaac Newton owned several identical suits to avoid wasting time on wardrobe choices.
Today, the decisions we face—both big and small—can be complicated by the overwhelming number of choices available. Have you ever felt that there are just too many options? Try this simple experiment: stroll down the potato chip aisle the next time you're at the supermarket. In my local grocery store, the potato chips are displayed on the left and right racks, filling the entire aisle.
What are your preferences when it comes to toothpaste? Do you like one that is flavored, whitens teeth, offers cavity protection, removes surface stains, decreases sensitivity, deep cleans, or is organic?
And how about orange juice? Do you prefer organic or regular? Would you like it with or without added calcium? Do you like minimal or maximum pulp? With so many options, it can be pretty overwhelming!
Can having too many choices be beneficial? American psychologist Barry Schwartz examined this concept in his 2004 book, The Paradox of Choice: Why More Is Less. He argues that an overwhelming number of options can lead to a phenomenon known as decision fatigue. Although having various choices may seem appealing at first, it can result in "paralysis by analysis" when it comes time to make a purchase. Doubts about making the right decision can cause buyers to hesitate and, ultimately, back away from completing their purchase.
A Multitude of Product Lines and Upgrades in Fly-fishing gear
A significant issue today is the rapid pace at which products become outdated. The fly-fishing industry is no exception to this trend, as it must keep up with technological advancements and improved production techniques. Companies continually face the challenge of staying ahead of the competition to remain viable. As a result, there is immense pressure to introduce new products to the market.
Not all claims made in advertisements accurately represent real improvements. Companies may make minimal changes to an existing product, such as altering its name, version, or model, and then market it with an enticing tagline while increasing the price. They could also modify the quality of the components to enhance their profit margin.
If your latest catalogs haven't arrived yet, they're probably on their way. Be careful as you review them; there will likely be updates and new versions of most of the gear you already own. The rods will be lighter, the fly lines will cast farther, the boots will provide better grip, and indicators will float or cast more effectively. It's somewhat reassuring to know that some classic products remain essentially unchanged. They're dependable, like cast iron pans, pipe wrenches, and Weber Kettle Grills.
If you're considering buying a "new" and "improved" rod, reel, or waders this winter, you can begin to sift through all the various marketing materials. Alternatively, you could skip the time-consuming process and ask a knowledgeable friend for their recommendations or stop by and talk to the knowledgeable staff at your local fly shop.
Are you fortunate enough to have enough gear and feel that you don't need anything new? Take comfort in the adage that needs are limited while wants are endless.
Enjoyed your observations and psychological insights into mass marketing. Before the days of the internet I too enjoyed getting the seasonal catalogs and finding items I thought I could no longer live without. But my budget kept those impulses somewhat in check. George Carlin also had a routine about how a lot of people have "too much stuff." When I'm tempeted to buy that next new shiny thing, I immediately pause and think of that Carlin routine. And buyers remorse is real.
Carl is right. Too many choices. Too many decisions. I guess I’ll buy Christmas presents only for myself this year. Great idea! Thanks for your help Carl. And thanks for your great writing.