I only use 3 powders for all my rifle and pistol loads. I don't load shotgun ammo any more but one of the three I keep on hand would work for that. Actually started using left over shotgun powder (American Select) for low pressure pistol cartridges and never bought a pistol powder marketed as such.
The three that covers all my bases is American Select, 2400 and W748.
Companies are free to market whatever they want, even create new products, but the powder companies have jumped the shark. It has to be expensive to market powder. Why not just consolidate the products and spend the money making what people know and want. I haven't seen a new Pontiac, Hummer, Oldsmobile, Saturn or Saab on the road in awhile.