I wouldn't call it a fad, I'd call it results. For flat out killing with predictable results it's called the truth. I primarily hunt with overbore cartridges (Weatherby's exclusively) and had failures with cup and core bullets. Sierra, Berger and Nosler (both partitions and accubdonds). Years ago I switched to Barnes and loved them and would still be running them if not for Hammers. I saw a lot of people talking about them on this forum and decided to give them a try in a 270 Weatherby and a 30-378. I called Steve and he gave recommendations on the powder I had available and the rest was history for me. My range is only 800 yards, but they shot better that range than any bullet I'd every shot. Now five years later and ton of deer and elk, with perfect results,I'm a believer and it's the only bullet I'll load for hunting, period.