The answer is, "no, we don't need new rounds"... BUT, the gun and ammo manufacturers need to convince us that our .243's and .270's and .308's, and .30-06's will no longer kill stuff (and a significant number of us fall for it, as if deer skin has somehow evolved into kevlar...). Thus they can sell us more guns, thereby keeping a healthy bottom line (which is a good thing, and, therefore I'm happy that a lot of you folks buy into the hype...).