It's not that they "suck", but they haven't been too creative with core designs over the past few years until the Bully line. Mostly, it's personal preference.
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No, my name is not Prince and I'm not particularly funky.

I don't see a lot of planning for many of their releases.  They don't seem to build lines around a particular core or cover like most of the other manufacturers, and it's hard for me, someone who tries to pay attention, to see where each ball fits.  There's not much that distinguishes the various lines, technology-wise (M80 is on both the mid- and high-end lines, the core in the Action series is found in a lot of other balls in other lines and has been around for quite a while, so "new" technology it isn't).

Brunswick puts Activator on its high-end balls.  You can tell what's high-end because it's got some kind of Activator and either the Inferno core or the Zone core.  The mid-priced line is built around the Bell core and PK18 (the only exception is the new Mammoth).  Track's high-end stuff is all strong, high-tech asymmetrics.  DT puts Soaker on their high-end balls and that's it.

I don't really see much of that from Columbia.  Bully, Throttle, and Action were high-end, but I don't see a lot of brand-identification with C300's balls.  I couldn't tell you whether an Apogee was a high-end ball or not without looking.    It's got a brand-new asymmetric (read: expensive) core and M80, but it's really mid-priced.  The Action also has M80 and an old core, but is high-priced.  Why?  What makes the Action more expensive than the Apogee?  Seems more arbitrary, though I'm sure someone, somewhere plans and understands it.

The balls are fine.  I know several people that swear by them.  I had an Icon2 that I really liked.  Just hard to figure out what's what.

SH

thanks I get attacked/ridiculed around here for using Columbia, I have and EPX t1, Wrath and a Surge great results with all of them. But Tonight in league I shot 722 and the pro shop tells me that he '' wouldn't have that junk in the shop if you gave it to me'' I was a little offended at this and was wandering about other peoples opinions. Thanks to all the have responded and all that will later!
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Mainzerpower

He isn't the guy I go to, I go to another guy across town he is very good. My Pro Shop Guy is Tim Mathe he works at Super Bowl in Appleton WI he kicks butt big time, I take his advice when he gives is out and he is always right. The guy that made the above comment is not so good I was at the bowling alley he works at when  he said that. He is convinced that anything other than Ebonite is Garbage and should not be used. I was bowling against his soon that night and I was using my Wrath shot 722 with a stupid open in the 8th frame of the 3rd game other wise is would have been a 750-770 or something like that. The Nerve of some people man I tell ya
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Mainzerpower

I used Columbia religously for over 15 years I wouldn't even consider using anything else but one day I put my stubbornness aside and tried other companies, they all make great stuff its all about correct drillings & match ups know your game read the specs sheets do the research & decide will this particular ball work for me. Many people don't do that whats good for 1 person will fail 9 others .That proshop guy at the bowling alley has no clue

What I see happen alot with bowlers that purchase a ball for "length" and "violent hook" is they end up dulling the ball so it will break a little early because they can't control it the way it was designed out of the box.

IMO Control is more important.

I have an Action Packed that goes long and snaps pretty good on the back.

My only issue with it is that I am cleaning and polishing frequently to keep the length. I was very surprised for how much this ball moves on the back.

Maybe Santa will bring me a Ball Spinner this Year!