It's interesting that when a trend hits the shooting industry, everything else is now outdated, obsolete, and causes bullets to bounce off 125 lb deer.
Used to be you needed a .300 Wonder Magnum to kill a deer, then it was synthetic stocks, now its scopes that outweigh the rifle. Frankly, if you can't kill a game animal cleanly at normal ranges (less than 400 yds for you snipers) with a 4x or 6x scope, perhaps you no longer belong in the field.
This idea that a .338 needs a 6-18x Vortex Super Sky Spotter is simply ridiculous.
