I don't feel this is a new concept. WISHON GOLF on the Sterling 1 length irons had 2 different designs, hot face in longer irons and a softer forged feel I 8 iron down. The new line of Callaway clubs are built to do this exactly only 100 % individually custom. With the APEX line Pro are foam filled, cb are a forged Cavity, and of course the MB. However the Hogan price is way better