There's always been fads. Some time ago it was magnums and high velocity. Now its fantasizing about shooting game at unrealistic distances (for most) with heavy high bc projectiles that have a poor maximum point blank range necessitating fiddling with your scope dials before you take a shot. Another current fad is ultralight rifles. If you stick to 130 or 140 grain projectiles that have a reasonable bc at 3000-3100 fps at reasonable hunting distances such as up to 350 yards, the .270 Win is hard to beat.
