If you wrap some tape at the plug end to act as a strain relief/bend radius protector, and never unwrap the last turn around the yo-yo the cable will last much longer.

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I saw something once before saying that the reason the yo-yos die is that people use them with the cable wrapped around it, which makes them get too hot or something and they burn out, thus they should be used with the cable not wound around it - I had assumed that this was true, but is it not?