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Notice that +10% Cure potency is inherent to the Light staff and has nothing to do with the element of the spell. See Fynlar's comment re: offensive Cures, which Light/Apollo's DOES impact.
Yep; just to clarify what you're saying here to others, it means when Cure is used as a nuke against undead, it will do more damage with an Apollo's Staff than a Light Staff, despite the "Cure potency +10%" on both staves. Reason for this is veiled but yet quite simple. When Cure is used as a nuke, the Cure potency mod is NOT in effect, but the staff's hidden effect on offensive spells is. The spell basically becomes an entirely different spell.
The "Cure potency +%" mod is not only NOT a hidden effect, it only applies when it's used to actually heal something. The reason the game has to actually come out and say "Cure potency +10%" is because SE wanted the staff to be able to enhance Cures, but the hidden effect on the staff doesn't typically enhance Cures (because they are not offensive spells).
This has nothing to do with the topic really, but I do think it's neat that using an Earth Staff for the staff WSs Rock/Earth Crusher will actually enhance its damage. (I mean, it makes sense that it does, I still just think it's neat. Terra's Staff would undoubtedly do more, but I didn't have that kind of money back then.) Back in my WHM days, I used to get a big kick out of training weak stuff with my Earth Staff on (as in, really weak stuff, stuff that would be REALLY SUPER DUPER weak to my RDM), gradually building up to 300 TP just from being hit for single digits, and unload the boosted Earth Crusher on all those mobs. Inefficient I know, but I didn't care because I think Earth Crusher looks badass.