I think we should all be happy that we have choices to make and there are plenty of them to suit anyone's preferences whether for bigger, slower, faster, longer, shorter.....we have them all. If the Ruger generates even more interest in big bore rifles because it's more appealing to fans of Ruger and shorter cartridges, then great. Maybe it'll lower the prices of the competitors who may lose a little market share. If you want to see a choked category, look at the world of .22's and .30's!