Deer, like many other animals, have become armor plated, haven't you realized that yet? But seriously, I think a lot can be attributed to some writers (are you listening Lee Hoots?). I've read articles that lead you to believe that if you hunt deer with less then a 300 magnum of some sort, you're undergunned. There's other reasons no doubt, but more and more I see articles implying you need something that large with a premium bullet. I've always been of the stance that when using good cartridges, a C & C is tough to beat. I've been using them as long as I've been hunting. It's all I've ever needed and never had a deer I've hit where I've wanted run more than a few steps and I've shot some pretty big deer.