Have you ever sat down to read some interesting articles on golf and been bombarded by ‘white noise’ advertisements on anything relating to golf. The challenge facing the golf industry is that they have embraced social media as the medium of choice for advertising. I mean, who can really blame them because that is how the new generation of players communicate. However, as an older established player, I am not swayed by the hollow promises that new technology or a revolutionary ‘swing fix’ will dramatically improve my game. Golf has and always will be a game of incrementalism for improvement and as such, the golf industry has bolted from its roots.