What Cleveland Says:
HB SOFT 2 takes our Speed Optimized Face Technology to all-new levels of true swing feel by syncing every head shape with balanced, stroke specific components. So all you need to do is choose the right stroke type and head shape for you, and we’ll set up everything else to spec to get consistent distance performance in a finely tuned, near-custom Putter for an optimal price.

Details & Benefits:

• Speed Optimized Face Technology - A dynamic groove milling pattern on the face of every HB SOFT 2 Putter, SOFT normalizes ball speed across an enlarged
  striking area—ensuring more consistent, predictable distance performance.
• Stroke Specific Designs - HB SOFT 2 s nine all-new Putters carefully assembled for straight or slight arc stroke types, each synced with its
  complementing hosel style, toe hang, alignment system, and grip.
• Consistent Swing Feel - To ensure each HB SOFT 2 Putter has a consistent swing feel—model to model—no matter which shaft length you choose, a 20g weight is
  included within the butt end of the shaft on all models 35"" and over.
• Retreve - Retreve—a completely new head shape configuration in the Cleveland Golf Putter world—is our first-ever Putter with the ability to pick your ball out
  of the hole or easily off any other surface, so you don’t have to bend over and grab it.