The WSM's are nothing more than a cheaper and quicker way to produce a gun and cartridge. 1964 was a huge turning point for Winchester that covered nearly their entire product line. Since that year, there have been many changes but none noticed as much as the pre 64' guns. With the WSM's, the chamber reamer will travel a shorter distance while machining the 10's of thousands of barrels. The machining equipment can stay dedicated to a short action set-up. Less powder can be used to manufacture the same rounds that previously used more. Marketing is just one piece of the pie but cost effectiveness is a bigger piece. Who wouldn't rather pump up a 25/06, than have a maxed out 257 Roberts, by another name?? I'll bet that once the WSM's begin to be reloaded, their balistics won't shine as well as their advertising.