It’s pretty simple, consolidation. Rapala owns 13 fishing. Rapala is one of if not the main sponsor. I like most Rapala products but I’m not a big fan of 13 fishing’s stuff so far. I do like the freefall’s trigger and design but the drag has a lot to be desired as far as smoothness imo. It will be interesting to see what’s in the future for 13 fishing as far as rod designs.