Overall, i can see the appeal of this kind of set up for prospecting the reefy shallows or depths up to say 25m when the fish are looking up - ie with say a 1/2oz, the softbait presumably will fall with a wobbly, more level appearance, rather than head first with a standard jighead; or casting and retrieving a big paddle tail for kingies etc. Again a more even lie in the water.

But in terms of dragging one out the back in deeper water, I think i'd rather have the lure head down, bouncing along, and tail wagging.

Will be interesting to see what the price point is, how available they are, and how durable they are in terms of hook quality. My own view is that the OA Lightbulbs on unknown brand hooks are good to start with, but go blunt and rust faster than the TT Lures on Mustad or Gamakatsu hooks.