I've used the Cell and some of the latest Hammer equipment, and not one ball has ever 'died'. i look after my balls methodically, and respect that the high end equipment needs continual maintenance to perform.
i think it is a bit of a myth amongst average bowlers, who might have a night where they don't release properly, or are not understanding that there is more or wider oil on the lane, or bad carrydown, and blame the ball for not hooking 'like it use to'.
You give me a ball that's 10 years old, and with a bit of prep, i guarantee i could still make it hook!
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It’s bush league psych-out stuff! Laughable, man!