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By distributing an object's mass toward the outer boundaries, it increases the Moment of Inertia, (MOI) which in golf makes the club less resistant to twisting on off-centre hits and hence more forgiving.
First, off-centre hits are more likely to still travel relatively straight with little loss of distance. Second, this club is much less likely to slide underneath the ball, particularly when it's sitting in the rough.
See also: Tee, Metal, Swing, Set, Hit
 
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