There are people who shoot it but there are also .40 Cal CZ 75 that sit in the display case for a year and a half before it sells while a hundred 9mm CZ 75's sold though out that time. During the local stores big sales, they will sell stacks of 1000rd cases of 9mm while they might sell a case or two of .40. The ratio of people who shoot 9mm vs .40 far outweighs 40 which is why I said and is very true, an undesirable cartridge. I know a store that still has the same two used .40S&W M&P they've had for sale for over a year now. No one wants them. Added recoil, shorter service life, expensive to shoot all equals to sweet @#$% all for sales. The only reason why .40S&W M&P's sell is because they're $50 cheaper than the 9mm. Then Mr Cheapo McGree who tired to same money on the gun realizes after a couple boxes of ammo, damn this thing is expensive to shoot. I wish I got the 9mm. They then go back to the store to try and sell their M&P 40 on consignment but the store won't take it because they can't move the two or three they already have. Ever wonder why they put .40S&W FNH on sale for so cheap? Cheaper than the SD9VE? Because people didn't want them unless they can get them for cheap. Its not a bad cartridge. Its just a bad one for the Canadian market where concealed carry is illegal. If Concealed carry was legal here, Id be carrying a .40S&W.