Hornady IS a marketing machine.
There was a time, not that long ago, when they would not butt heads with "big green"(Remington). Remington was a marketing giant and Hornady was very much...no match for them. My how things have changed in a relatively short period.
Back about the time Remington introduced the 300 AAC Blackout, Hornady had been working with the USAMU on a 30 caliber AR15 cartridge with the sole purpose of making major power factor in USPSA 3-gun competitions, reliably. This was back when a US team member named Daniel Horner was on his game and the AMU team was kicking ass in that game around the country and abroad, iirc. Most matches had a fair number of rifle and pistol/shotgun stages at matches and power factor was as big in the rifle portion as it is today in the handgun portion. For those unaware, major and minor power factors are a floor of bullet weight x velocity/1000 that yields a number that you must meet for minimum qualifications to compete with minor at all and major power factor was a scoring advantage over those that only shot minor but dealt with less recoil.
Our AMU team dominated rifle matches with the "new" 30 cal AR15 cartridge. The cartridge was reliable, very accurate and solved the issue of breaking bolt lugs while loaded to major power factor levels that other cartridges at the time suffered from when pushed that hard. The handwriting was on the wall that they had a winner in that game and Hornady marketed it for a short period as a 30 Action Shooting(name). Hornady and the AMU had it all going. They had a new cartridge in a growing and popular game that no one had an answer for. It would make MPF as well as serve as a great hunting round for medium sized game from the light, compact and hugely popular AR15...Not to mention the obvious benefit to the military, kicking doors down in Iraq at about the same time. This was in the 2008-2009 timeframe.
The new cartridge was simple...a 6.5 Grendel necked up to 30 caliber. Ahhh! That sounds familiar, because I developed that cartridge in 2007 and because of trademark protection by Alexander Arms regarding the name Grendel...I called it a 30 Major!
Well, it was my work and I could prove it but I did not patent it. So, when I got news of what Hornady and the USAMU were up to with their new cartridge, I contacted a patent attorney to see if there was anything I could do. She walked me through it well and pretty much said, sit tight and lets let them get heavily invested before we raise our hand with our proof, that it was the type of thing that they'd likely want to keep quiet and would likely pay me something or possibly offer a cushy "consultant" or similar job in the case development area. I tried on multiple occasions to contact Hornady and AMU personnel about it and both declined to discuss it with me. It was obvious that they knew very well I was involved with it well before they were and had no plans to share the wealth. It was very blatant and underhanded, IMHO. Now we have these "new" ARC cartridges. New...really? Lol! Lets just say that I find other products seemingly work better for me in my guns, always. Blind luck I guess.
A short time later, Remington came out with a 30 Cal AR15 cartridge of their own, called the 300 AAC Blackout. Hornady stopped in their tracks, anything and everything to do with their new 30 Action Shooting cartridge and assumed their role way behind Remington in the marketing department and it went away without a whisper(yes, kinda pun intended). Of course now, Remington and their AAC dision are now long gone as we once knew them, respectively.
Anyway, I hear about my little 30 cal wildcat with the silly name from time to time and a few, myself included, do campaign it in short range benchrest, mostly for score being a 30 cal. and it very much holds its own, particularly against say a 30BR. It shines when one has a dedicated ppc bolt face and wants to shoot a 30 in score matches.
I just thought it was a cool story and I'd share it and how I came up with the name 30 Major for it. It's a good little round but that's how it happened...or almost happened anyway. --Mike
As usual...just my luck, though! Lol!