Take a moment to consider the grips on your golf club. Odds are they're the most unappreciated piece of equipment in your bag. I know guys who care more about their ball markers, their divot repair tools, and their towels than they care about their grips.
What sense does that make? The only way you can control the golf club is through your hands, and your hands touch the golf club via the grip only. In some ways, the grip is more important than whether you've got a game-improvement cavity back iron on the end of the shaft or a 1970s style muscleback blade - if you can't grip the club properly you've got little chance of success with either.