I won't say it is dying, but the former luster it once had is gone, at least around here. I've been in the retail gun business for almost 30 years. At one point, the .270, .30-06 and 7-08 were the most requested deer rifles. I hardly have any requests for them now. The .308 and the Man-Bun rule the roost. The lack of 7-08 ammo over the last few years may have a lot to do with it, but the Creed was already winning the battle prior to that.