Maxfli, makers of Revolution and Revolution Solid balls, have reacted to the recent publicity that Titleist has generated with its Pro V1, by producing a 'feel' ball which flies 10-15 yards longer than before.
Marketing director Andrew Keast told me in whispered tones at the Dunlop Maxfli workshop beside the practice ground at Wentworth "It's so new we haven't even got a name stamped on the ball yet."
"It apparently goes under the working title of Prometheus and has been developed in the US and Ian Woosnam and Justin Rose are raving avbout it."
He added: "Usually, the trade off to get feel in a golf ball, is sacrificing distance. But not this ball. The players tell us it goes 10-15 yards further."
It has been cleared for use by the R & A balls and equipment committee but stocks are very low and only Tour players are receiving limited quantities.
Amateur golfers, says Mr Keast, will not be able to get their hands on them in Europe until October, when he expects the cost to be in the premium bracket - around £10 for a sleeve of three.