The indentations on Golf balls are called dimples.
These dimples act as turbulators, which increase the speed, and therefore the distance, which the ball travels, by reducing drag.
People began to notice this when they began to realise that poorer people, who had nicks and bumps in their golf balls simply because they couldn't afford new ones, were better at golf than the rich people with brand new smooth balls, prompting aerodynamicists to try and find out why. Now all golf balls have these indentations, or 'dimples'.
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