Why is it that we as hunters are always looking for a little better rifle? Sure some of the new magnums and ultra magnums offer somewhat better ballistics. Isn't it a fact though that there have been adequate and indeed superior loads around for years?(Personally I think the Weatherby 340 magnum is the ultimate north american big game hunting cartridge) Are these new calibers merely created to sell rifles to the eager public? Indeed, why not? A new idea or experiment is always welcome. I am a gun nut and I know that there are many more out there who exceed my passion by tenfold.Lets be honest though, aren't we just buying these weapons for the sake of one-upsmanship?