gun makers and ammo companies keep coming up with new cartridges every so often because everyday there are up and coming new generations of new shooters and hunters that are uninformed buyers that will listen to whoever is standing behind the counter of a gun shop or who really believe what they read in magazine articles and whats on the internet,if you want something,buy it,you still have the right to do so in this country,for the moment anyway,the ultra mags seem to push the lighter bullets faster then the existing magnums but the cant do anything better with heavier bullets,i have gotten 3220 from weatherby factory 160 grain partitions out of my 7mm bee accumark,havnt even tried to reload,no need to,from what im reading here the 28 nosler is advertising 3300 for the same bullet weight,80 fps more and how much more powder do you have to burn to get it ? there is only so much velocity you can get out of a certain bore diameter before all your doing is wasting powder,roy weatherby set the bar 70 years ago and people have been trying to beat it ever since,god bless him !