“Here’s a better picture where you can see how big she actually was …. That little lure in the corner of her mouth? That’s this head, right here.” Andy Moyes proudly displays a dirty iPhone screen and then gestures toward a shiny black-and-green Kaiwi lure. The fish is Steph Choate’s 1,018-pound blue marlin from Mozambique, and the Kaiwi is the surprisingly small lure that felled the thousand-pound fish. “I’m telling you,” Moyes says, “elephants really do eat peanuts.” Moyes’ shop is a modest little spot in Fort Lauderdale, Florida, where he is making completely custom lures — and doing it alone. The hopper of custom lure-makers is full. No, it’s bursting, and I can’t help but think, How can Andy’s lures be that much different? And yet they are. Trays of brilliantly colored heads dry. An army of molds stands at attention, awaiting the next pour. Endless shapes and sizes are organized with Fordist-era uniformity. The kicker is: Andy has achieved an unprecedented level of precision with his lures, and he has done it all by hand.