They thought that about the 30-06 when the 300 win mag came out. Magnum performance in the same length action. Before this if you wanted a magnum you had to have a magnum length action like the 300H&H. Now you have magnum performance from a short action. It's just history repeating itself.

I, for one, am ecstatic that they come out with new cartridges and rifles to shoot them in. If it weren't for people and companies "inventing" new cartridges we wouldn't have cartridges like the......
300 win mag
Weatherby wouldn't exist at all
No .25-06, .270, .280, .338-06, 35 Whelen
The .308 and all of its offspring would have never been invented.
On and on and on and on.

Hell, we'd all be chunking spears if people weren't constantly striving to "reinvent the wheel".