Face is in fact the case. You as a golfer must understand the club face and its conditions. Your goal is to get your club face back to a square position at impact. I feel the face is not the only, but the most dramatic influence of your ball flight. Simply stand in front of a mirror and make some swings; watch the club face. It should rotate open during your back swing, begin during your down swing to rotate back to your square by impact, then continue to rotate closed into your follow-through and finish. As you do this in the mirror, “see and feel” to capture the sensation of a proper club face rotation so you can emulate it during your actual swing.