Is this for real?  a micro chip in a bass lure? 

I guess it's just a matter of time before we have TV camera installed baits that we can connect to an app on our smart phone.

Does anyone else think this Livingston eps is hyped up crap, or are there bassers out there actually falling for this drek.

I've never done any better on Livingstons baits, then any other brand, including the cheap Normans and Bandits

To be completely fair I haven't fished my couple of Livingston lures as much as a lot of my other baits (wrong colors), but I have not seen any increase in success with them.

Personally I think the sound chip is 100% gimmick. The lure they were talking about at iCast or somewhere where you could connect it to your smartphone with bluetooth and pick which sound it makes is 1000% gimmick.

It ranks right up there with the shishamo reel that has eighteen bearings dumped inside.