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What really gets me is that the big 3 ammo companies that have been in the business for many many years, have resources up the wazoo, lots of money for R & D, and they are producing self defense ammunition with sub standard performance.
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I think the Buffalo Bore and other small companies that produce loads that are at the top of SAAMI pressure don't have as large a customer base and just haven't been sued as much as the Big 3. In a niche market the small companies can make money by selling custom loads at 1.5X-2X average market cost per round and the people who buy their ammo are probably more gun savvy than the average Winchester customer who wants ammo cheap and isn't overly concerned about a 5% or 10% increase in one shot stopping power they may get for twice the price.
Its not like the Big 3's JHP ammo is ineffective, it generally works very well, will make holes in targets and bad guys and won't rattle your gun apart or put you in the poor house.