Absolutely. But to me, "proper fitting" is still what it's always been: Club length, Lie Angles, Basic Shaft Flex and you could even throw in grip thickness and swingweight. But that's what fitting has always been and it certainly makes sense to have clubs that "fit" in the same way that a person buys a pair of shoes based upon a common shoe size. But anything more detailed than that needs to wait until a person develops a measurable consistency before going any further. Take shaft flex, for example. There are still three basic flexes used in golf shafts which are of course Regular, Stiff and Extra Stiff. Most people from the outset, fit into the Regular or Stiff category. But that's as far as it need go at the beginning. With a beginner or high-handicap player, dealing with the minutia of torque specs, tip specs, flex "profiles" and so on, are details that are largely unnecessary at this point and are better suited to a person who has developed the consistency needed to be able to derive any real benefit from these aspects of shaft design. My whole point is this: A person can swing like Happy Gilmore. But as long as every swing is like Happy Gilmore, they can be fitted in a detailed manner and will thus be able to draw the last ounce of performance from that swing. But if someone swings differently from week to week (or even hole to hole), then anything other than a "basic" measurement-oriented fitting is, in my opinion, a waste of the fitter's time as well as the client's money. I'm not saying that "optimization" is bunk - quite the contrary. But in order to optimize anything there first needs to be a constant from which certain quantifiable data can be derived which can then be used to outfit a person with what will likely become a truly custom fitted set of clubs that will allow that person to perform to his or her potential. -JP