Yeah, it does look rather strange, but the "3 armed Bassin' machine" is none other than Jerry Rago, designer and manufacturer of the Generic Trout and now, the Generic Swimbait as well! He's holding up two Bass and the guy "hiding" behing him holding the other Bass is Greg Vella (brother of Chris and Cher Vella from www.umaxco.com).
Most things have a rational explanation, although I must admit I wish Jerry Rago did have 3 hands so he could make more of his lures and then maybe I'd be able to get one too!!
If anyone is really desperate to get the new Rago baits, and they are not readily available in the USA, you could always visit www.bigbait.jp, e-mail Greg Vella, pay in Yen and get him to send you some from Japan!
Tight Lines to all you Stateside Bassers! Jacques (South Africa)