Deer don't run any farther from a 243 than a 7'08. Last weekend I shot a nice 7 pt with a 243, fell where he stood. Only advantage in my opinion is if you hit the shoulder. Bigger bullet has more momentum to help ensure good penetration. If I like the 243 so much, why have I decided to go 7'08? Pretty simple, he's a kid, can't guarantee he'll keep it off the shoulder. Hell, can't promise I'll make a perfect shot every time either.