There's little to choose between a 308 or 270 for deer shooting. Never understood the 270 recoil rep, as I've shot the cal un-moderated and thought it was lower recoil than my 308. For munty I wouldn't use either. I use almost exclusively, my .223 on munty and haven't had one run yet, even at 200 yds. 55grn bullet at 3200 fps MV. Hardly and recoil. As for what people prefer, it can't be anything other than what they shoot. An old saying used to be "beware of the man with one rifle" and that was and probably still is true of the .308 (or 6.5 x 55 or .270, or....). Pick one with terminal ballistics suitable for quarry and range and learn to shoot it. There's a hell of a lot of sense to using as few cals as possible, and preferably one in the UK for all deer species or two at most.