I guess "average" calibers just don't appeal to me. My last two deer were shot at the extremes of caliber range that I own. Last year, I got a nice whitetail using an Ar-15 in .223. This year, not a 1/4 mile from where I shot the whitetail, I shot a big mule deer, that one with the 7mm mag Model 70. Both deer were harvested cleanly, and I didn't feel either overgunned or undergunned with either. That said, I know my limitations, and likely wouldn't have even taken the shot I killed the mulie with with the AR. Deer aren't armor plated, and aren't all that hard to kill usually. That said, I like knowing that the 7mm will cleanly take any deer within the ranges I feel comfortable shooting. The AR/.223 combo certainly gives me less flexibility, and shots are chosen more carefully. When deciding on a bolt gun for deer hunting, I was torn between 3 calibers.... 25-06, .270, and 7mm Rem Mag. The 7mm won me over, not because of "marketing" but because I wanted the most utilitarian rifle of the bunch, one that would serve me not only deer hunting, but one that is capeable of basically taking anything in N. America. Should I ever be presented with an opprotunkity for bigger game, I can use a rifle I am already intimately familiar with, while still not ebing what I would call "overgunned" for hunting the wide open prairie of South Dakota