I could be wrong, but to me a custom lure maker is one who cuts, carves, or paints a piece of wood or plastic and uses it to catch fish. It does not matter how pretty or flashy the lure is, or if you sell 1000 baits per year, only if it works. C. Chip is a nice person that has answered alot of questions about making crankbaits but that post has really shaken my opinion about him.