What’s the most overrated golf club purchase for amateur golfers?

Curious where people stand on this.

What’s the most overrated golf gear purchase for the average golfer?

Driver upgrades every year?
Expensive putters?
Premium balls for high handicaps?
Launch monitor hype?
Something else?

And on the flip side, what’s the one piece of gear you think actually gives everyday golfers the most value?

I talk to a lot of golfers from different markets and this topic comes up constantly, so I’d love to hear where this group lands.