The reason for all the offererings in SAUM, WSSM, WSM, RUM, etc is to sell rifles. The market is pretty much saturated for traditional calibers like .308, .270, and 30-06, or even .300 WM as just about everyone seems to have one already. Nothing wrong with all of the new offerings except that they really don't do anything that can't be done with a 30-06 for a lot cheaper, and most of these new fad magnums won't be around in 20 years.

Don't believe the hype.