I stopped in a local tackle shop a few days ago and boy have things changed. I haven't been in there in probably a decade and was shocked at the number of soft plastic companies out there. I'm guessing 50 percent I haven't even heard of. Might be a good thing, though, because I bought several packs of unknown baits. Who knows, right?
I know this isn't a "cost per lure" thing, but rather an "is it worth it with all the competition" now, but hey.......if you've got something that's solid and will catch a fisherman's eye (like it did with me,) I say get after it!