This was a caliber that some pushed some time ago and , it was going to be the small caliber super star and ??????> what happen to it?
The 240 has actually made somewhat of a resurgence over the last couple of years. Weatherby introduced it in their Vanguard lineup and re-introduced it in the majority of their Mark V lineup.
In addition, they're introducing a budget minded factory load for the 240, as they've done for the 257,270 and 300 Wby cartridges. Price point will be in the $35.00-$37.00 range, which is about what a box of new brass cost. This will make the 240 very affordable to shoot. Even if you don't reload, you can buy factory loads for 37.00 a box, then turn around and sell the brass for $20.00.
The 240 is a great round and when loaded to full throttle will easily best the 243.