I have participated in the great "Self Defense Ammo Parade of Stars" and have come to the conclusion that the ammunition manufacturers are never at a loss to recreate another "
magic bullet" built
"more lethal and CNS stopping than the other guys." To prove their ammunition is better, it's more expensive. I can tell you from experience, about 99% of my SD ammo is still in boxes. Never used for self defense, only testing for functionality.
At the range I see many older people with new concealed carry licenses and shiny new pistols carrying boxes of self defense ammo. Some of them have never shot a gun before, even in CCW class. Many of these shooters are quite surprised by the power of the ammunition on the first shot. Sometimes its the second or third shot that hits the ceiling (as the firearm pitches up in the shooters hand while simultaneously squeezing the trigger).
If I was to guess who it was who helped the new CCW holder select their weapon and ammunition I would guess, a gun store employee. Probably the same one who sold the new gun owner on the idea that the gun needed the $400 laser sight which would
"really get the bad guy packing!"
So instead of having a pleasant shooting experience with a suitable firearm and appropriate training ammunition, the new CCW/shooter encounters a horrible and expensive experience.
My advice to new shooters is to load one round in the magazine the first time on the firing range. No surprises. No double taps.