"A simple mechanism for counting your catch and release!"
"Display it smartly on your vest!"
I first heard about this fish counter from one of my guide buddies who came to work one summer morning to find a box of them next to the register in the shop he works for (He asked for them to be removed, I hope for his sake that they were). The fish counter seems harmless, but to me it is the principal behind it. It says that "I need to catch fish to have fun fishing", and not only that, I need to know exactly how many I caught, and I am going to base the success of my day on that number. This is far from the reason I fish, and can't imagine why the exact number of fish you catch could be so important. The first one of these I see in my boat will likely end up in the drink.