Pretty much sums up my opinion of most every new cartridge that's been introduced in the last 15-20 years. At least the short-action cartridges that mimic the performance of older long-action cartridges offer the benefit of burning less powder making them cheaper to reload (very important in this day and age of never ending component supply shortages). Even then, you're typically only talking 10-15 rounds more per pound of powder so the savings is quite minimal.
These ammo companies have pretty much adopted the mainstream media's marketing philosophy in that they'll take the most trivial and insignificant development, spend millions to promote the living hell out of it for a year to convince everyone it's HUGE news to build consumer interest, then it just fades away into oblivion apart from a few diehard fanboys who chugged the cool aid.
What most don't realize is that the gun makers are just as involved in this scheme. When you have multiple generations of gun owners/hunters who have spent the last 10-50 years buying guns and have everything they need for what they do, how do you entice them to buy new guns? Simple - you team up with ammo makers to develop new cartridges, market them as being far superior to the older cartridges, thus making those older generations feel compelled to go out and buy a new gun because heaven forbid they might be missing out on 50-100 fps with their "old, antiquated" cartridge their present rifle is chambered for.
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