I think it's more the .280 is competing against the .270 and Jack O'Connor. There's really very little functional difference between .270 and .280, especially in factory loading. And the 7mm-08 is competing against .243 and gives you a lot of options that the admittedly wonderful .243 doesn't. I look at 7mm-08 as a .243 on steroids. And that's why its so popular.