They see how Hornady has done with the 450, and think they can join the party with a straight case that is AR or bolt usable.
Hopefully their bullet design will be better than the FTX crap Hornady put in the 450. Accuracy is great, but field reports suck. It routinely lacks penetration, loses too much weight, and most often produces pitiful blood trails.
From the photo on the cover they've got a new .358 bullet for it. Sounds fun!
