Many thanks for the links SmokeyJ.
I have to agree about the action. Something not quite right. But, like they explained, the point was not to closely imitate a fish, rather than instill curiosity. Very nice, it certainly got the fish's attention. Pity the chain idea was patented.
But the multi segment idea is still on, using other techniques already discussed here, such as Kevlar etc. When I experimented with this type of bait, I used a nylon thread, it swam very nicely. I’m thinking of making another to video, left the original in the UK unfortunately.
As for the hinge shape << etc. I think BobP nailed it, to hide the hinges, except I believe to catch the anglers eye rather than the fish.
I’ve looked into linked chain before, to drive a very slow rotating table (1 rev/4 min). But not too sure how strong it would be for this application.
http://www.maplin.co.uk/module.aspx?ModuleNo=11943&doy=7m7#features