Yes, it is. Some time back, I (among others) had been pestering Hornady via e-mails, to being out a 25 gr.Vmax bullet for our .17's.
When that finally came to fruition, I received an e-mail, from Steve, I think, telling my "Daryl, your dream has come true, where would you like the first 50,000 shipped". I answered back - "some wholesale stores up here so we get them first".
He wrote back, almost immediately, sorry - the first 24,000 just went to Midway. LOL
Nice guy, though. I get catalogues, posters and their magazines from them, every year. Much appreciated. My bullet 'case' is loaded with red boxes. Some other colours as well, of course, but mostly red, from .172's to .458's.