In terms of performance 30-30 was obsolete 6 years before it was even introduced.
By 1890 we had both the 7x57 and the 7.65x53mm Mauser. Two cartridges that are every bit the equal to 308 and 7mm08
Just because it was popular doesn't mean that it wasn't obsolete. Just like lots of folks still like to have a wristwatch on their arm while they have a smartphone in their pocket.
Of course none of this detract from 30/30's knack for killing game at practical ranges with a minimum of fuss.
A 20" 30-30 will launch a 150 grain bullet 2300 fps on average
A 20" 7.62x39 will launch a 154 grain bullet 2150 fps
That's less difference than you get between 308 to 30/06 or in other words pretty much the same.
I agree, in terms of performance the 30-30 was outclassed by these Mauser rounds.
So was the 30-40, which was adopted in 1894.
At the time, however, these European rounds seldom made it CONUS and when the Army "ran into" 7mm Mauser cartridges during the Spanish American War, for the survivors it caused a minor sensation at the time.
(To show how far back the disrespect towards the National Guard the Regular Army has, a Regular Army General was removed from command in the Philippians due to letters back home from the Territorial’s (National Guard). The Regular Army General had lots of Krags in reserve but would not issue them to the Territorials because the Regular Army does not consider the Reserves or National Guard as “real soldiers”, thus these guys were left using the single shot 45/70 Trapdoor against M1893 Mausers!.)
If you were to compare the 30-30 against the 30-40, the ballistics on the 30-40 are a bit better but it could not be fitted into compact legacy lever actions, the M1893’s or M1894’s, and the 30-30 was an improvement over black powder rounds of the era.
By the time you get to post WW1, the important writers of the period, Major Crossman and Townsend Whelen were comparing the 30-30 against their baby, the 30-06, and they were very disrespectful of the 30-30. Elmer Keith, a very influential writer, thought the 30-06 was too small, so you can imagine what he thought of the 30-30.
It is funny that over a century later the 30-30 is right within the power range of military intermediate assault cartridges.
Try buying 30-40 brass. It is seasonal, but 30-30, loaded ammunition is over the counter at Walmart.
Still, more than any other reason, it has survived because of the excellent and affordable lever actions it has been chambered in. And the fact that if the cartridge is used within the limitations of its trajectory it will get the job done.