John Merwin's March 2011 fishing column, "The People's Rod," discussed the history of Shakespeare's Ugly Stik and why it became so popular. Affordability is a big part of it, but so is strength. John wrote: "This sturdiness inspired some real marketing genius. Shakespeare began using the likes of Hulk Hogan and William 'Refrigerator' Perry to bend and torture Ugly Stiks in national ad campaigns. Consumers loved it." Well, consumers still love Ugly Stiks, and though Hulk Hogan may no longer be on TV bending rods, Shakespeare recently launched its next generation of ads that showcase Ugly Stik strength. What do you think? Have you ever broken one?