I've used a lot of cranks over the years, but never any expensive ones, let's say none over $6 or $7. I'm very skeptical about reports I read about expensive baits.
I think the people are sincere, but I view it as a confidence thing. The vast majority of anglers are unable to draw definitive conclusions about such things because they cannot catch enough fish, over a long enough period of time, under controlled conditions.
I could be 100% wrong, but I believe that the available selection of modestly-priced baits will suffice to produce top results. Of course, that's just my personal belief; since I can't prove anything, I base my theories on what my gut tells me and what seems to make sense.