I've got this insatiable desire to understand why and how everything works, how it connects and how to communicate those ideas in the most efficient manner. It's not supposed to be a cheap way of writing out a formulaic hit song. I can't stand those songs!
Almost all classical musicians start out learning how to compose. They have great teachers and books or methods. Yes, at first they are all copies of other musicians work and it is very formulaic; but it gives them the tools and foundation to start creating with their own voice. As it's said, you must know the rules before you can break them. There are some jazz or blues guys who say that they never want to learn to read because it will inhibit their creative process into a set of rules. I feel that it takes a huge amount of time to learn all the rules - and not just learn them, but really have them engrained. After that, it's easy to break the rules, understand why one breaks the rules and use all that knowledge to communicate better. Learning the theoretical rules of hook writing is just a tool - and one that should be broken. That is how music keeps progressing and evolving into something more (and keeps it personal for yourself).
And isn't that the point, to communicate your emotions through music? Keep on creating music that you love to play, not music that should be good because you are obeying "theoretical rules." If people don't like your music, that's OK. Keep on doing it until you keep attracting the ones that do.
I've always found it's very exhausting being a musician in a group/ensemble/pit that I am not invested in or music that I don't necessarily enjoy the most. I'll do it to pay the bills or because the money is great, but I also know I have a limited/set amount of time I will be emotionally investing into the project.
I hope that clears up why I like learning the theory of hooks (or anything for that matter).
Sorry Greg and Jimmy... I don't agree with the "you got it or you don't" argument.
The reason is people who "got it" have been working on "getting it" for years. You know my arguments for that: Malcolm Gladwell's "Outliers" and Daniel Coyle's "The Talent Code." But, if you have any eternal data to back up your claims (not opinion), I'd really like to hear it. (and I used to believe what you do, but changed my mind throughout the years through - these two books are just easy to get for the general public).