Savvy Ethics and Standards
I have been reviewing a lot of new products that we saw at the 2006 PGA Show in Orlando. The first few pro-active calls that I received from potential suppliers came from a company that closely associates the branding of their golf balls with genitals and the second was from a company who makes a putter that has a picture of a bikini clad woman on the shaft. When you putt, she loses the bikini. Both of these companies have insisted that I can capture, "The other 20%" of the market with these products. I have a feeling that I would also lose the really good 80% of the golf market that we already serve. Ethical rule #1: We will not tarnish our name or the great game of golf by introducing "dirty" products to our customers.

We have also encountered many products that will help you become lazier on the golf course. Let's face it, golf can be long and tiring but it is not exactly a game of soccer when it comes to consuming energy. We will not sell products that allow you to pluck the ball from the hole without bending over or repair your ball mark with the back of your putter. I stand by this rule for the following reasons:

• I truly believe that if you can swing a golf club 36-50 times in a round and putt 36 - 50 times you can probably bend over and pick up your ball from the hole or kneel down to repair a ball mark. Golf is a sport and it requires that you use some energy. Besides, the pros pick up their ball and they are millionaires!
• I have a lot of respect for greens keepers and they work pretty hard. Little suction cups on the end of clubs for picking up balls damage golf holes for the next golfer. If you use one, you will at some point accidentally press it against the edge of the hole and ruin the integrity of the cup for those behind you.
• The ball mark repair tool on attached to the back of a 35" golf club will likely do more damage to a golf green then good. Please just bend down and fix your mark. While you are at it please fix another mark that you may notice!
  Ethical Rule #2: We do not promote and sell products that allow you to be really lazy at the expense of the great game of golf or the golf course.
  Some of the people who manufacture and sell these products are nice people so I apologize for not supporting them. However, with my powers as The Savvy Golfer I have a great responsibility to respect the game of golf and the courses where it is played.