There have to be a hundred ways for any bait , including topwaters, to suck.
I remember a Cabelas walkin' dog (normally a great lure, landed a 7.5lb lm on one) I got would lay sideways in the water and just kind of flopped around when you tried to walk it. I should have known. It was on sale, and an item put on sale @ Cabela's automatically triples the defect rate. Heh. Another example would be poppers. With some you can work your full repertoire of plips, plaps, splips, spits, PLOKs, and other classic notes from timid to panic while others are one trick ponys - they only do a medium plop and dive when you get even a little agressive.