I've owned a few '06s over the years and know the cartridge pretty well. I think it can be argued that, for most North American sportsmen, the '06 was the last truly great (American) innovation in cartridge design. The law of diminishing returns applies to all subsequent cartridges. You either trade power for recoil/muzzle blast, trajectory for power, recoil for power, accuracy for trajectory/power, or something along these lines and in many cases there isn't much of a trade either way. The same cannot be said for the 30/06 and the black powder cartridges that preceeded it.
The only reason I don't own an '06 today is the same reason I don't own a .243 (a very good cartridge within its limitations) anymore: I traded them to try out different rifles in different cartridges. One of the "different" cartridges for which I traded is the 270 Win.
As I've gotten a little older I have become less recoil tolerant. It was fun in my teens and 20s to shoot big magnums,etc-but not anymore. For deer sized animals at somewhat extended range I've come to favor the 270 a little over the 30/06 and a lot over the magnums. I'll probably own a .243 again. I'm under no illusions, however, about what I want to carry for Elk on up. It won't be my 270.
While 270 fans may be a little over zealous in its defense, check out Weatherby fans about their rifles and cartridges. To them, you're putting your life in danger or going hungry in the woods without a Weatherby magnum in hand. The new short magnums are now said to make all previous cartridges as obsolete as the horse and buggy. The 7mm Rem mag, 280 Rem, .243, 25/06, 308 Win, are also cartridges for which I've heard ridiculous claims. My favorite, for now, is how the 308 is a lot better than the '06. The 308 is so much more accurate, kicks a lot less, has the same power, works in a 2 foot shorter actions and 5 pound lighter guns, and so on. LOL.
For me (as if you couldn't tell) having this type of conversation is a big part of the fun of owning and shooting centerfire rifles. :grin: I might be wrong, but I think the ammo/gun makers might enjoy this talk as well.