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The reason for FORCE
TechnologyTM

For over 100 years, bat
manufacturers have placed their logo on the FACE grain of White Ash
and have instructed players to hit with the
LOGO UP.
This results in ball contact with the EDGE grain.
The explanation often used is
that this is like hitting on the EDGE of a "deck of cards". For
White Ash, you want to hit parallel to the growth rings because the force
is transferred solidly through the grains.
Hitting too often on the FACE
grain of White Ash could result in "annual ring separation", or "flaking".
The White Ash bat shown above
has been hit too much on the FACE grain and has "annual ring separation"
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