The bait is called the new Bite Light. This is directly from the article in Outdoor Life: "The breakthrougg is a tiny, battery-powered electrical system that flashes a blood-red light down a lure's tail when its moved through the water." "The new techonolgy is so effective one state, Wyoming, has banned its use." Its a huge breakthrough and argument in the fishing world because many feel tha the bait is working far too well and gives fisherman too much of an advantage over the fish.