Went and visited "That Hunting and Fishing Store," in Richmond, Ont, today and he said the hardest thing to keep on his shelf was the .308. When he gets them in, they all go. Most popular ? Savage ! I've personally been on the lookout for a Winchester Model 70 in .308 and its difficult as well. I dont think the .308's popularity is dwindling, versatility, affordability etc, its got it all.