I don't think it is a recent trend. A good friend of mine has used a 22-250 since the late 70's. Some ranchers we hunted with in the early 80's considered our 270's big guns.
I started using a 22-250 when the internet experts said it can't/should/wouldn't be done. When I knew different and had to prove it to myself to have actual real world experience.
My last few acquisitions have been 404 Jeffery, 375 H&H, and a 300 H&H being built.
I am going to get a 1:9 222 built next, but am truly confused by the rifle twist thread. Think I may load it to 22 LR levels to get around the scalpers.