While that is obviously true, it is just as obviously true that human nature seems very susceptible to marketing hype, and many, many products, from household cleaners to guns, that do nothing unique (and sometimes nothing even needed) are sold on the basis that they have "new" attributes that are, however, quite meaningless in the real world.
Human nature often resists change, but the function of marketing is to make people think they are smarter, or ###ier, or just plain more modern by consuming whatever someone wants them to consume so the marketers can make more money. The firearm industry has been "saturated" for a long time, and many "new things" are just attempts to make some profits.
If no one bought anything "new", guns and gun forums would be very quiet. Boring, even. But I think there are far fewer "new" attributes in the Short Magnum craze than the marketers want us to believe. If you have to do the sort of "work around" described by horeseman2 in order to overcome one of the obvious weaknesses of the short magnums (reduced case capacity with heavy for caliber bullets) maybe some kool-aid has been drunk. The .300WSM is a very nice round, and I would certainly consider it if I wanted a .30 caliber for some reason, but, if I already owned one, I wouldn't spend any money to replace my .300WM with it.
