I think in the shooting sports, fads come and go. A few cartridges have stood the test of time, not because of marketing, or a shooting celebrity endorsing them, but strictly because of their merits.the 270 Win is one of those. Others of the same like that come to mind are the 30-06, 7mm Rem Mag, 300 Win Mag and 308 Winchester. Popular, established, efficient within reason, recoil isnt abusive, although an unbraked 300 starts to get there for most people, velocity and energy to way out there. The 270 is great. Jack Oconner just made people aware of that fact.