There's nothing wrong with the .30-06 for those of us who know it. Chances are probably pretty high though that many of us have settled on what works for us and aren't going to be in the market to add to our collection any time soon. That doesn't sell rifles.

It's the younger generation of hunters/shooters they're after, those who don't have someone handing family heirlooms down to them. Those out looking for their FIRST rifle. They don't necessarily know the .30-06, or even the .270. Those cartridges don't get written about in the gun rags very often, do they? Jack O'Connor? Who was that? It's the YouTube generation, those people watching some shooting personality poke at an animal from distances we'd advise against, and then thinking that the can do the same thing if they had the same equipment.

I can pretty much "cover the world" with what's in my rifle battery. My daughter should have no need at all to ever stand at the gun counter when she wants to get serious about hunting.