Yeah, you're absolutely right the more I think about it. I always have a kimura grip at some point during rolling but rarely ever finish one. Good observation.
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To answer your Original Question... a lot of times they come down to who is stronger... I love Kimuras, but most of the time, I use them to create space, or use them as a distraction when I'm getting passed.
I'm sure I've read a quote somewhere from Marcelo where he talks about kimuras (as a submission) not being a big part of his game. His rationale was that he is successful against people his size but when he competes open weight it is a submission where strength comes into play and when his opponent is significantly bigger it is not a high percentage move.
Its my jammy jam. I hit kimuras all day. Won last 2 of 3 matches with kimuras.
Kimura Trap!
I love kimuras.. here's one of my favorite youtube vids on them too.
http://www.youtube.com/watch?v=icKKm1nk1iY
i never really cared much for them until the reverse spider web. they uses to much strength and every knows how to defend easily. but i hit the reverse kimura when i have a failed jiu claw or omoplata. usually people dont see that one coming.
you can also use it as a takedown, to a back take or side control with the set up already done.
I finish a lot of Kimuras. Usually from weird positions. The set ups are everywhere.