The generalized Bochner-Riesz operator S R,λ may be defined as S R,λ f (x) = F −1 1 − ρ R λ + f (x) where ρ is an appropriate distance function and F −1 is the inverse Fourier transform. The behavior of S R,λ on L p (R d × R) is described for ρ(ξ , ξ d+1) = max{|ξ |, |ξ d+1 |}, a rough distance function. We conjecture that this operator is bounded on R d × R when λ > max{d(1 2 − 1 p) − 1 2 , 0} and p < 2 + 6 d−3 , and unbounded when p ≥ 2+ 6 d−3. This conjecture is verified for large ranges of p.