I don't believe in re-inventing the wheel or caliber in this case. Stick with the 7mm Rem. Mag. and forget the ultra magnums or short magnums or whatever they are trying to sell. I really don't see a need for these, no matter what the caliber. It is just a slick marketing technique to invigorate some interest in something that really isn't all that different than the old favorites. These new caliber designations will never be as popular as the old, tried and true originals.