“Imitation is the sincerest form of flattery that mediocrity can pay to greatness.”

– Oscar Wilde

“Sorry, we’re not allowed to read newspapers. They angry up the blood!”

– Grandpa Simpson

I find myself darkening the doors of social media less and less. These days the drinks aren’t worth the barrage of scum and villainy. But every once in a while I pop my head into the porthole of one of the wretched hives on my iPhone. Today was one such day. I’m sure with a few taps, scrolls, or swipes I could have quickly come across any number of violations of the ten commandments. Today it was the conspicuous disregard for the eighth that caught my attention.

That’s the one about not stealing, for those keeping score at home.

It had nothing to do with a CVS getting looted in San Francisco or the glorification of the uncanny valley nightmare fuel that is the latest Grand Theft Auto. It was a fly fishing company. A fly fishing company ripping off another fly fishing company. Again.

Generally speaking, I take the high road in life. Casting Across is no different. I don’t write scathing reviews. I turn down opportunities rather than tear down. But I also have principles. At the very least, I have two eyes in my head.  And I know I’m not alone. It behooves the fly fishing world – the teeny-tiny, intimate fly fishing world – to call out nonsense and to police such shenanigans with their wallets.

So what am I talking about? Aren’t there only so many ways to make a rod? machine a reel? tie a fly? There is a point there. There is very little in the way of  truly new gear. No one is making a rod with a grip on the tip or a fly with a dull hook. So a lot of what is innovative is moving century-old gear in roughly a half-standard deviation in one direction or another.

For example: No one ought to be bent out of shape when a small company imports a blank  and wraps up a 9′ 5-weight. But if they use Sage’s color scheme or Orvis’ marketing language or Thomas & Thomas’ aesthetics then it should go over like a foul-hooked bluegill. Sad and floppy, that.

One may have some kind of dystopian anarchist bent that allows for aping “big” companies. Of course, a “big” fly fishing company is what even outdoor industry experts call a “little company.” Anyone should cry foul when a small company mimics another small company. Especially if it is a 1:1 job. Still, it shouldn’t matter if the colors are a little different or the shops are a thousand miles from each other or if you subscribe to capitalist Darwinism. We’re all in the same room, people. Survival of the fittest brand on the ‘Gram is tacky.

What is the solution? First, companies that are guilty of looking over at their classmates’ desk for answers on the product quiz can repent. Make things right, do better, and push hard to come up with something original. That is not only commendable, but it helps push up the tide that will raise everyone’s drift boat.

If you are a consumer, there are a few things you can do as well. Social media comments and keyboard scowls only do so much. The dollars move the needle. Support the innovators. Back the ones doing the hard work and pioneering in  a landscape that has been raked over countless times. Know that the work they’re doing is no small task. Financing the copyist is not that dissimilar from buying a bootleg bamboo rod from an east Asian website. “Genuine Lennerd, $147!” You don’t want that.

In the grand scheme of things is this the biggest battle in the world or even in fly fishing? Certainly not. But for the vast majority of the folks that we patronize, this is their livelihood. A few bucks here and there, extrapolated over  a few thousand anglers, does matter. So do the right thing. Better gear is out there. Don’t get yoked into inferior supplies.