30 Super Carry, a new pistol cartridge

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I find it interesting how different mfg's, especially firearms, are always trying to reinvent the wheel. The amount of new calibers coming out every year is overwhelming. I think alot of is is driven by a fad, whatever is fashionable this year won't be available next.
I can always find 9mm or .45 ammo...sometimes its expensive, but you can always find it.
Imagine going to Sportsman's or similar and trying to find 30 Super Carry?

yes 40S&W and 357SIG are examples of this .. both used to be The Next Big Thing .... a few years later, not so much

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Field and Stream article

Federal has introduced a new cartridge that has been specifically designed for those who carry a concealed pistol for personal protection. They're calling it the 30 Super Carry. From an external and terminal ballistics standpoint, the 30 Super Carry will run right with the 9mm, but offers some advantages. It generates between 10 and 20 percent less recoil, for one thing. And maybe more importantly, given magazines of the same size, it offers a higher capacity than the .380 Auto or 9mm Luger. How did Federal achieve this? They borrowed from what they learned in 2008 while developing the .327 Federal Magnum.

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40 Seams to be pretty popular, i for one would not want to pay the $ to feed it tho.
had a Glock .357 sig. very light unloaded so much so that a good placed second shot was near impossible back to back. fun to shoot but expensive and as said accuracy was a bitch to achieve.
i load and have standardized to 9mm, 223, 12 gauge and 30-06. they all have there place and do the job i need. of course just for fun a person has to have .22 plinkers, .357 and 44 mag in the collection. i load for dem too cept the .22 rim fires just cant seem to figure that one out lol.