White, along with others like Ganung, has a keen eye for what is hot. "Highly desirable pieces are defined by three criteria: age, rarity and demand," White says. "Other features such as color also play a role." If, for instance, a Tooley's Spinnered Bunty (a 1913 plug from Michigan) were found in blue and white, it would be worth several times more than it is in the standard color scheme of red and white. Rare colors are usually the result of a fisherman requesting a special pattern direct from the factory. Chances are the made-to-order rigs were limited in number to, say, a couple dozen. White's calling, then, is to figure out what oddities companies made and how many might be in circulation. Collectors then use his research to assign dollar value.