Vman, it isn't that the motor fails; its the linkage. There is a bar that is inserted and it comes from the factory with a rather sloppy fit. Thus, the bar "slips" a bit every time the wheel rotates. You can balance the wheel with lure placement and other weights, but the problem is only diminished not eliminated.
I've also tried shimming the area where the center axis bar is inserted into the motor (that's where the sloppy fit is located). It is at best a temporary fit.
I've also dismantled the motor and tried to make adjustments to the fit by way of a set screw. Because of the cheap metals used on that particular portion of the linkage between the motor and the center axis bar, it is also only a temporary fix.
It is not really a function of the motor's lack of capacity to handle the weight of the lures, nor does the motor burn up and stop functioning.