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See, that's what I was wondering. I've spent my whole life fishing the intercoastal waterways of Florida's East coast, chasing reds and snook etc, but I've done very little off shore fishing. I didn't know this was a tactic. How the fuck do they just pop off the hook though? No barbs, obviously, but they look like a pack of niggers cane fishing for pan fish.

Not sure about the hook part, but you'll notice the guy on the left chucking chum.
Those look like tuna (doesn't matter; it's the same with most predator species), and it's probably a feeding frenzy, so I'm assuming they're instinctively biting at whatever small, shiny thing's in front of them and won't release until the whip action forces the lure out.