Open tip match ammo has been legal to use in warfare since the 1980's :
http://www.sadefensejournal.com/wp/?p=1262
The reason the military uses a full metal jacket is to enhance penetration - to shoot thru cover and hit the individual behind it. Including vehicle doors, magazine chest harnesses, or adobe walls. The preferred combat load is a FMJ with steel penetrator to get a hit, and remains the much more widely used round because of the big picture tactical considerations.
Consider what is being asked: can a .30 cal bullet weighing 220 grains at 1100 fps (at the muzzle ONLY ) expand when it hits the target and effectively stop it? The DOD already uses the MK262 5.56 OTM 70 grain bullet at 2600fps to do that. Black Hills improved the effectiveness quite a bit in trials and development, the .Gov hasn't much reason to make a wholesale change to another ammo that is a complication to supply and logistics.
Lets not forget the .30 x 5.56 wasn't originally wildcatted to do anything but meet the rules and sneak the AR15 into 3Gun competition in the early 80's, firing supersonic from a 20" barrel. That SSK got any niche performance at all testing in a SBR suppressed goes to their tenacity more than the ability of the cartridge as a defense round. The .300 Whisper was as much a varmint application as much as anything else.
At the present it's simply an overmarketed cartridge to churn money out of shooters. It's exactly what AAC did to spiff up suppressor sales when they exercised a hostile takeover and renamed it .300BO. <---- My emphasis because that marketing ploy usually smells to those with the senses to pick up on it, including the originators who get waylaid in the marketplace.
Now we have all sorts of "defensive ammo" to keep the spin on it.
Gel tests are in order. I expect this will perform at the same levels as other stuff in green zombie boxes or proclaiming it can not only eviscerate the game, it can further process it and even wrap the cuts in butcher paper.
Well, maybe not, but after 50 years of reading and seeing marketing manipulation, like anyone else I know what art is. Or isn't.
BTW, the Army didn't adopt their OWN cartridge financed by actual taxpayer funds, developed by SF and designed by the AMU at Ft Benning. The only military sales have been as an SBR round for protection details in the Middle East - which at least constitutes a military application.
That is the next level of hype, to churn the idea that the military will somehow adopt it over what they have been using since 1965.