Shimano's Waxwing.. What is it?

[Jedi Lure Tricks]

i saw these at icast they won best hard lure and they look like they'd catch.. what do yall think?
From shimano: "Shimano Waxwing is the next generation of Sub-Surface swimming jigs for saltwater fisherman. Simply cast the jig and point your rod tip straight towards the jig, then start reeling. This jig swims side-to-side in a zigzag motion with an irregular kicking action which triggers the fish to strike. "