7mm08 is harder to find than 243 and costs more. Anybody that says otherwise is a fan of the 7mm08. The most ubiquitous, and thus most economical, "Deer calibers", are 30-30, 243, 270, 308, and 30-'06. The 7mm08 lies between the 243 and 270 in performance, and between 270 and 308 in caliber. A good caliber, it does a similar job as the others, at a substantially higher price. Not a big deal for the few rounds you might shoot at game. But don't count on finding ammo for it at a small town feed and hardware store that always has 30-'06, etc. If you reload, local availability and price becomes irrelevant. The more powerful a cartridge is, the more recoil it will have in the same weight rifles. It cannot be otherwise.