The meaning of 'Deore'

For the full group these days = Xpensive
Tell me about it. Kitted out my new Underground Bike Works ‘Revival’ (ex John Parker of Yeti fame) last year with a full suite of M9100 12-speed XTR and I was sh*tying cash to equip that build! (But worth every penny!)
 
I always have to do a double take when I see Shimano reuse bicycle groupset names for their fishing range (or maybe it's vice versa?). One thing Shimano is very good at is branding and naming.
 
My dad has a couple of Ultegra reels. I know very little about fishing but I'm guessing they're better than 105, and almost as good as Dura-Ace but a bit heavier and cheaper.
 

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