The amount of hate piled on this cartridge, by people who neither own nor shoot it, but obviously feel threatened by it in some bizarre fashion, is very amusing.
I've had the S&W Shield EZ in .30 SC since it came out. I rather like it. In function it's basically a high-pressure long-cased .32 ACP Magnum. Bullets are .312". The round requires a substantial locked-breech pistol of the same size as equivalent 9mm pistols.
Bullets being lighter than 9mm - 100 to 115 grains - in the same guns there is somewhat less recoil than 9mm, although the muzzle blast is somewhat greater. The case being smaller in diameter, magazine capacity is increased somewhat, although in the case of the EZ, the magazine baseplate is made a tad longer to bring capacity to 10 rounds.
Not sure what is so upsetting about that, or why innovation and new cartridges make certain people angry. If you don't want/need/like it, you're not being forced to buy it.
Accuracy is a function of the cartridge/firearm/shooter... and while the EZ is not known for being match-grade, it is not inaccurate either. The Federal American Eagle 100 grain FMJ practice load will not be winning any National Matches. Nonetheless, groups with the Remington and Federal JHP loads are right at 1.5" @ 50 feet. More than adequate for self-defense. I shot 100% with it on an old-school police-style qualification course using the FBI Q target, and the 6 rounds at 50 yards prone were all well-centered.
I have not had a single malfunction over the course of 900+ rounds through two of these guns, and that includes my own handloaded ammunition.
Is the round good for self-defense? Of course it is. The Remington and Federal 100 grain JHP loads average 1200 fps for 320 ft lbs of energy. That is more energy than most .38 Special +P loads, which have been shown to be quite effective in many LE shootings. My testing in ballistic gel was quite satisfactory, with both the Remington and Federal 100 grain JHP loadings penetrating 19-20" and expanding to .55-.56". Since the Remington is much less expensive, I use that as a defensive load.
The Hornady 100 grain FTX ammunition is loaded a bit lighter and offers less blast and recoil, but still giving energy figures equal to .38 Special +P, and penetration of 15.5" and expansion to .48".
It's true this cartridge was heavily hyped - but so is every new cartridge, firearm, scope, etc. Yet, people are SHOCKED that the gun industry uses marketing techniques to sell stuff and make money. It has ALWAYS been that way - it's more "in your face" today because everything is more in your face in the social media age. This ain't the bygone days of a monthly magazine that you read cover to cover 6 times over before you were able to buy new content next month. And those old writers were all bought and paid for with guns and hunting trips, just the same as the new media.
Folks, guns last a long time if properly cared for. That's not a good recipe for continuing new sales, unless you can convince people they need to replace their unbroken gun with a new one. Again, this is not a new phenomenon in the industry.
One of the marketing hypes right now is - MORE BULLETS! Despite the fact that the Rules of Threes really hasn't changed. I watched a video today of a LE shooting in which the officer dumped an entire gun load of 15+ rounds into a single suspect. Unknown how many of those rounds hit the latter, but if you have more rounds, you often end up shooting more rounds if you are undisciplined, panicked, or inaccurate. Back in the day, 2-3 rounds would have sufficed... and still do, as the Rule of Threes by and large still holds true.
In any event, the 10 rounds of .30 SC in the EZ Shield are plenty, and certainly accurate and powerful enough for self-defense. The pistol shoots quite well. Viva la difference!
PS. I'm also still enjoying all my many other guns and cartridges, including the magnificent .45 GAP!