I read the article and its just another marketing play to try and sell guns and ammo. I don't object to that but what I do object to is this, (from the article) "Want to shoot an elk at 900 yards with a medium recoil rifle that you can easily carry around with, well then a 7mm PRC chambered rifle is the way to go!" Shooting at any animal at that range is just not right, disrespectful of the animal and being a skilled hunter. And on top of that IF you hit the Elk it is sure luck. The chances of not getting a clean hit and kill is way way low. He could have just said it was a good Elk cartridge and left it at that.