Winchester is not going under. The Winchester name and ammunition manufacturing company is owned by Olin and is still going strong (unless something has changed in the last few days). U.S. Repeating Arms (which manufactures firearms under the name of Winchester through license from Olin) is owned by a belgian company that wants to sell the Winchester firearms plant. If someone will buy the plant and work out a deal with Olin for the name, I think Winchester firearms will continue to be produced. Either way, the ammunition will contunue to be produced. With all of the excellent response to the short magnum line, I doubt it will become obsolete any time soon (JMHO).....but we'll see......