I emailed Hornady the other day and this is what they replied. Thank you for your email. Our SKU#30732 30cal 208gr Amax bullet is being replaced with our New SKU#30731 30cal 208gr ELD-Match bullet.
At this time we are anticipating that the New ELD-Match would use the same reloading data as the Amax bullet.
If you have any further questions please call our Technical Staff at 1-800-338-3220.
Thank you again.

Hornady Sales Team
Phone 1-800-338-3220

So it sounds to me like they are replacing the 208 AMAX with the 208 ELDM. This may be common knowledge, but it is news to me.