The facts are Stalking has become very popular of late with many people coming in to it direct with no previous experience so an open book when it comes to advertising. This means they will follow the current feeds in what is been spoken about as it sells, any of the 6-7mm centre-fires work just fine however when people talk bolicks about the .270 "kicks like a mule"
they need to get down the Gym or learn to hold a rifle correctly.
Some of the descriptions of other calibres "soft recoil" I think they must have been estate agents in a former life
"note the light and airy rooms"