Why? Scientists say that deep down in the evolutionary programming of fish there's a biological rule that requires them to get while the getting's good. "Both animals and fish have to feed when the opportunity arises, and it's more or less built into their genetic makeup," says Pure Fishing researcher John Prochnow, a developer of Berkley PowerBaits. Prochnow has spent years testing the reaction of fish to a lure's scent, speed and action. "If something comes by fast, they must eat it or miss the opportunity. For them to be able to survive in the wild, where food is not always available, they've been programmed to strike." Under certain circumstances, speed kills. Rip spinnerbaits, hustle lures, troll beyond the standard speeds-such power presentations can trigger strikes when all else fails.