When I was young and dumb, despite complete success with the 243 Win hunting Eastern White Tail and smaller critters, I switched to the 30 06 after reading gun writer articles.
Don't get me wrong, the 06 is a great cartridge but it's over kill for Eastern White Tail. What I got was the same dead deer plus a new "eyebrow" from the scope recoil, a black and blue shoulder from range shooting, more expensive ammo and a flinch. In addition, less range time because getting punched in the shoulder by Joe Fraizer was not my idea of fun which resulted in less practice and a resultant decline in my field marksmanship skills. My wallet didn't like the more expensive ammo either.
So, I went to the 308, another great cartridge. This was more manageable recoil wise, and I shot my two largest bucks with it. But as I aged into my late 60's, I wanted less recoil.
So, I went back to the 243 Win where I started. I wondered why in the world I ever went away from this truly great and misunderstood cartridge. Then I remembered, "gun magazine disease". What the 243 Win gave me back was supreme confidence in making a shot because I can practice a lot with it without punishing recoil. It's all about shot placement.