Well, look at it this way.
Open field warfare was practiced up until the turn of the last century. Then the advent of the machinegun changed that. This caused a "standoff distance" as masses of troops in the open would get slaughtered. Which led to trench warfare.
Flat shooting single shot rifles capable of penetrating as much mass as possible were still the norm at this point, even though there were machineguns in play. Why" Machineguns were defensive weapons at the time; very heavy, not portable, surely couldn't assault a position with them. So bolt action repeating arms were the predominant form of weaponry for offense, machineguns for defense. Artillery was for attrition and sometimes, point-blank defense.
Tanks changed that. Made the trenches obsolete. Now one side could run over the troops of the other side and get to those gun emplacements behind them. Now war became mobile.
So now we enter the WWII era of combined arms. Now the individual soldier has to coordinate his movements with artillery, armor, aircraft, and sometimes naval power to accomplish the same goals. War transitioned to a very orchestrated event, like a giant symphony of big guns and mobile pieces. The concept of a "big heavy gun" started changing - World War II had a WIDE variety of infantry weapons in use, from little 9mm submachineguns clear through to 12.7mm heavy machineguns on carriages pulled by mules or men. (Try collecting all of them, it's ... challenging.)
Still, by and large, the SCALE of the fighting in World War II was "throw masses of man and machine against the other guy." From the beaches of Tarawa to the shores of Normandy to the battle for Bastogne...
Mowing down masses of troops was still happening clear through Korea in the human wave attacks. 30-06 and 308 were still good cartridges to have when the ranges were long or you had 3 or 4 targets lined up.
Then we get to Vietnam. BOY did the face of war change there!
Now we have these little guys executing small ambushes in thick foliage, TONS of small unit maneuvers, close engagements, hot temperatures where loads cause troop fatigue (we learned a lot about hydration discipline there), PLUS a supply line that stretched 8,500 miles... and the all important advent of Airmobile warfare where troops get dropped off OUTSIDE of supply in hostile territory with instructions to find and kill the enemy.
With airmobile war, the advantages of having 2-3x the ammo loadout, with lighter, more compact rifles, with the same weight and fatigue levels on the troops were a necessity.
Fast forward today; we aren't fighting fixed battles. The day and age of the "orchestra" has changed with advents in surveillance technology and smart weapons. Our troops act more like human probes - small unit moves which recon until they find an enemy (primarily by drawing enemy fire). Then they either maneuver to pin the enemy or fight a defensive battle until the rain starts from the A10's or other airborne gun platforms.
Infantry needs now are essentially to maintain enough volume of fire to keep the enemy pinned in place until something bigger shows up to pound them in to the ground. So high volumes of fire are called for (with some designated marksman to pick off any serious threats), which means our troops still need to carry a lot of ammo. The lighter, the better. They need to deny the enemy MOVEMENT so they can be destroyed through other means.
How will war evolve from here? Small unit, high intensity ambushes seem to be the norm now, followed by rapid escape and evasion before the big guns can be brought in demolish the position. Hit & run.
223 fits in, still. High volume, light weight.