To me, a miss with a canon is still just a miss. IF you can handle a 338 Lapua and shoot it well, and afford it, good for you. Use it. But, for the vast majority of hunter, that is an awful big 'if'. It seems, to me at least, the people chasing the biggest, fasted wiz bang wonder cartridge often times are basing their decision on what they read or hear. Shooters with more trigger time tend to make different decisions and selections. ie..the 270 to 300 group of cartridges, and enjoy great success and enjoyment for it. Personally, the 300 WM isn't even exactly fun to me. I'll take a 7mm Rem Mag every time. I can't imagine a 338 Lapua, necked down to 7mm, would be pleasant by any means. Just because a TV personality said it, doesn't mean it is so.