aiellog

What characters are you talking about? Because a lot of BRUISERS build wriggles now just to stay alive in lane with the free ward and life steal. And Zeke's helps a majority of most teams.

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You can still play them with Zeal/Phantom Dancer... You normally build Wriggle's on bruisers or carries if you have got a hard time in lane to farm better and to have a free ward.

A perfect example for a carry is Kog'Maw. He has a pretty low range without his W and therefore he can be harassed quite easily. That's why you buy a Wriggle's to have more armor, the lifesteal and your supporter can stay longer in lane if he needs to because you have an "emergency ward" that you can place if your support has none anymore.

And like Bionic already noted, Zeke's is a pretty useful item for most teams nowadays because you only have 1 AP champ and 1 Support, so mostly 3 people will benefit from it.

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Zeal and Phantom Dancers have has a movement speed nerf a while back.
However, I'm confused by your lack of mentioning specific champions. If Wriggle's are on a Bruiser/Tanky DPS/Common Tops then it makes sense, you generally want to ward the river as it helps prevents ganks, which as a result prevents snowballing in the enemy's favor. Wriggle's on an AD carry is used for lane dominance. Zeke's provide a nice boost, giving a reason for Bruisers/Offtank/Tanky DPS to get it, but AD carries will want big damage items like Infinity Edge.

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