To clarify earlier posting.
Running about a two/ three dozen factory loads in .223,.243, .308, .30-06, 7mm-08 etc etc, That Norma load was the closest of the lot to the stated ballistics.
In some instances, VERY reputable brands actually failed to meet the Scottish minimum velocity for deer.
Are Hornady et al liars, sharlatans and junk merchants - I don't believe so.
As stated, I am a great fan of their bullets.
Their quoted velocity is from a specific launch vehicle, at a specific location and weather etc. Sure, they are selling a product so are going to err on the generous side. However, everyone's rifle is going to vary as is the storage and use temperatures etc etc. such that duplicating that performance become quite unlikely.
I think it is this combination that polarises users - some get poor performance, others bang ( no pun ) on the money.
Ultimate questions are - is it safe, does it deliver want you want - eg knock down power, swift kill, accuracy, all three etc, are you confident in it.
In one instance, a stalker swore by a very high quality German brand in .243. He concluded that the velocity - 3000fps was the key factor in this round 'outperforming ' ( in his view ) brands x,y & z. Over the chrono it went - from his rifle, the bullet just made 2700 fps. To avoid a fight we borrowed another chrono and tried it again!
He was very disappointed. However, he was quite correct - performance on his target - Roe deer - was excellent. Whilst his confidence was shaken, I urged him to remember that very few deer read any ballistic data books and I have yet to see one carrying a chronograph.
Key issue for the chargrin of the ammo purchaser is whether he feels he is getting what he paid for.