I agree Spook, I think a lot of people have this completely ass backwards.
Your concept should build to the punch. Although a concept can be dope on it's own if it's worded well, too many people (I've been guilty of this in the past) drag out a cool concept to the point where it becomes a wasted bar.
A lot of it is down to lazy editing and people letting egos dictate verses, rather than being self-critical, sacrificing impact for nothing more than a neat idea.
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