Old fart weighing in here.
Somehow despite my best efforts and involvement in the industry, I sorta got locked in a time warp about 1990. The standard cup n core was well defined, and arguably "good nuf".
While I slept, old nagging experience with the performance of long for caliber bullets at longer ranges coupled with laser range finders, better optics, experiences building better barrels and improving bullet qualities started coming together to create the "ability" to shoot further accurately. In a sense we are seeing a move from round ball to minnie. Sorta.
Somehow all my stuff has remained "round ball" in the process. I still shoot 14 twist 22 hotrods with 50-55 grain bullets. I shoot 9 and 10 twist medium calibers with medium weight tipped bullets. BUT, I did (till yesterday) own a putt putt 6BR in 8 twist that ruled the groundhog fields at 600-700 yards with 105 amax...when my Swift and 22-250 were running out of gas and performance. SOOO..it is/was dragging me into the new century. EXCEPT for the possibility of bullet skip, the long and sleek are great for longer accurate shooting, wind deflection, making shooting "easier" where it was once a lot of skill and POUNDS of luck. Where once a 550 yard to 650 yard chuck was "jump up and down dang that was awesome, can't believe we did that" now it is "hey, watch this".
Better tooling, good writing, good research (with radar backed info) and gun builders who listen have ushered in a new age of shooting a rifle.
Too bad I can't use these bullets for fear of having one hit dirt, skip and end up stuck in a golfer's ear a mile away....
But for places where it is controlled or safe, this tech is the new "best". and no question, it is better.
So, the truth is, any time you can shoot better, further, it drives the market. Otherwise we would still use spears or an atlatle.