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I can understand a company's blowing its own trumpet on its website, but the bit here about building the "best" bolt action rifles in the world is ridiculous enough to bring out a belly laugh.

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Really, there is no appreciable difference between a WR, Holland, Purdey or any other English best maker. So, their claim of "best in the world" is as legit as any other's.

The animal on the floorplate of the bolt gun looks like a sable with ibex horns. Hippotragus Ibex, or Capra Niger?