If you think about it, the 6.5 creedmoor blazed a trail for sales. If an average newer hunter who buys factory rifles & ammo liked the creedmoor, he will probably like the 6.5 prc even more. Then he decides he needs more gun. So he has to buy the 300 prc. After a few years of shooting his 7lb 300 prc rifle he decides its just too much, so Walla! This is where Hornady seizes the moment with a 7mm cartridge release. This will take the average new hunter 4-10 years to go through this cycle. Eventually there will be something even better. That's what drives the economy, something that's better than what you already have.