OK, my comments may have been a little offensive ... but it is true marketing in the USA often works when it has a high perceived danger factor inherent.

Extreme fishing
Extreme hunting
Extreme bushwalking ... OK I made that one up, but "extreme" fishing????????

Mark Sullivan uses that 110% and sells a lot of films as a result.

Go to many forums and you will be told, that unless your .600 Big Loud and Boomer is not 110% efficient, smooth, perfect sights, mounts, scope and ammo YOU WILL DIE!!!! ... hunting cape buffalo.

Yet not many years ago tens of thousands were shot by farmers and meat and hide cullers with .303s, 8mm's, and similar standard medium rifles.

On the average Aussie hunting forum, guys will ask "Is my .308 good for buffalo?" and many times you will be called a wanker for suggesting something bigger is often wise. The average guy on the stations thinks a .308 is fine, but then usually shoots from a Landcruiser. It is legal to use anything here in Oz, and medium calibres will do it most of the time. The small number of times when they don't do it are the reason bigger calibres are more wise.

Same for cape buffalo. The charges are rare. A 6.5x54 will kill a cape buffalo just like they do on water buffalo. But neither is good for the 1%.

The point is whether to emphasize the 1% or the 99% - "your going to die unless ... " No thanks.