I couldn't agree more. Same thing applies to the .17HRM. A lot of hype and a big fizzle. I was with a bunch of writers on a hunt and expressed the same opinion regarding the short magnums. They looked at me like I had eaten a roach. Generating gun sales is a big part of magazine income. Promote the product - sell the ad. I understand the logic but have become jaded with the whole process. Until there is some sort of dramatic innovation in ballistics or alternate cartridge design there is really little to be gained by all these whiz-bang new cartridges. Some of the new powders can be of great benefit. They can make the .458 Win Mag what it was supposed to be in the first place, for instance. Fad rules, often with little real benefit.