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This pedal is definitely a sword hidden, when you use it everything changes, it is something that really changes the song, not only your tone; i can't imagine my pedalboard without it.
I have found very few uses for the Phase 90, but I've been able to truly create an amazing sound when I've felt the ability to incorporate it into my playing. In my experience, I've been able to use it in three situations: (1) Hendrix-esque soloing with very heavy distortion placed on top of the Phase 90's intensity set about halfway, (2) Effect-heavy lead lines in dark, weird alt-rock music (intensity set between halfway and full), and (3) Open, subtle chords played lightly over light pads (intensity very low, almost at 0).