What they say: "6.5CM is magic, never seen before performance".
Reality: 260 Rem is essentially the same, with MOST MARGINAL differences relevant for reloading.
Decade ago: they were saying "260 rem is magic never seen before amazing performance"
Reality: 260 is essentially a worse version of 7mm-08 in a short action for all practical uses. 260 is also a worse version of 6.5x55 swede in a long action.
2 Decades ago: the "magic story" was all about short magnums. "Amazing performance in a short action"
Reality: Significantly worse barrel life, most inefficient usage of powder, more expensive all around than previous long action standard cartridges
3 Decades ago: "308 is magic military sniper tech, so many quality sniper factory ammo"
Reality: worse than any long action older generation for half an inch overall length on a 40+ inch rifle.
It is called deception. The industry has this cartridge cancer for a century. This is not a progress, this is hot air sold over and over again to each new generation of people coming into the sport. It is 2021! Buy our brand new 6.8 Westerner by Winchester, amazing performance!. Oh wait, it is 270 Win short magnum with tiny tiny tiny bit shorter brass. Amazing groundbreaking performance!
PS
https://www.youtube.com/watch?v=ga726pMA6Fc
"there was never been an animal on earth which was killed by a 'ballistic coefficient'"