Livingston Lures feature Electronic Baitfish Sound Technology, (EBS), which is embedded on a smart chip in the internal sound chamber of each lure. This EBS Technology produces natural biological sounds mimicking baitfish that bass, walleye, pike, redfish, striper, perch and all predatory fish feed on. Natural baitfish sounds call fish from beyond their sight, including in dark or dirty water. Once fish are called and are in sight range, the sounds trigger instinctual survival strikes. The technology is activated when the lure is submerged in water & automatically turns off when out of the water and completely dry. The PRIMETYME SQUARE 2.0 has the action of a mid-range, erratic running baitfish produced by the lures thin square lip combined with the natural sound of a distressed baitfish calling out to all predators.