Sorry, but looks like a gimmick to me (over priced one), a standing light has it's use on the ice, but one that is "Bobbing" about every time I jig my rod, looks like it would scare more fish then catch. I could only get threw half of the presentation, I hope they offered it with a red light option, so it does not frighten the fish, every time you move your hand... Maybe I am wrong and I am sure that you can get some fish with it, but I am not convinced that it is worth it. To many other good and cheaper options to do what it is trying to do and they don't run the risk of scaring fish away!!!