The nature of gun owners has changed dramatically. When shopping for my 1st deer rifle in 1974 a 243 was seen as very marginal, a 270 acceptable, and a 30-06 about perfect. Naturally I took the advice of older hunters and bought a 30-06. Back in those days most gun owners were hunters. Many, maybe most would buy a box of ammo each year, use up last years box to confirm zero, get in a little practice, and use the new box for that hunting season. The 30-06 was probably always too big for deer. But with depression era parents and mentors the concept of buying one rifle for everything from deer to moose made sense instead of multiple rifles.
Today most gun owners are shooters 1st, hunters 2nd, and they shoot a lot more. They also own more than 1 rifle. I don't care how big or tough you think you are shooting hundreds of rounds of less powerful rounds is more comfortable. When you shoot a rifle a lot you gain confidence in it. Eventually we decided to try the less powerful rounds in rifles we were were confident in and found the deer died just the same. The advent of better bullets removed any doubts.
Today I consider a 223 perfectly acceptable for deer with limitations. With most cartridges you can kill a deer as far away as the shooter has the skills to make the shot. A 223 is best limited to deer size game and ranges under 200 yards. I feel closer to 100 is better. I think a 243 is near perfect for deer at any range while being borderline on elk, and a 308 is a BIG gun capable of taking any game in North America. Any of the 6.5's are a great compromise round for elk, moose, bear, or deer.
Part of the rise of 308 over 30-06 is better loads. One of my grandfathers fought in WW-1, my father WW-2. My 308 shoots 150 gr bullets almost 200 fps FASTER than my grandfathers 1903 Springfield and almost 100 fps faster than my fathers Garand. With modern 30-06 loads I can still get the 30-06 about 50 fps faster than my 308, but it simply isn't worth the extra recoil and a heavier rifle.
Today most gun owners are shooters 1st, hunters 2nd, and they shoot a lot more. They also own more than 1 rifle. I don't care how big or tough you think you are shooting hundreds of rounds of less powerful rounds is more comfortable. When you shoot a rifle a lot you gain confidence in it. Eventually we decided to try the less powerful rounds in rifles we were were confident in and found the deer died just the same. The advent of better bullets removed any doubts.
Today I consider a 223 perfectly acceptable for deer with limitations. With most cartridges you can kill a deer as far away as the shooter has the skills to make the shot. A 223 is best limited to deer size game and ranges under 200 yards. I feel closer to 100 is better. I think a 243 is near perfect for deer at any range while being borderline on elk, and a 308 is a BIG gun capable of taking any game in North America. Any of the 6.5's are a great compromise round for elk, moose, bear, or deer.
Part of the rise of 308 over 30-06 is better loads. One of my grandfathers fought in WW-1, my father WW-2. My 308 shoots 150 gr bullets almost 200 fps FASTER than my grandfathers 1903 Springfield and almost 100 fps faster than my fathers Garand. With modern 30-06 loads I can still get the 30-06 about 50 fps faster than my 308, but it simply isn't worth the extra recoil and a heavier rifle.