The mid-to-late 1960's saw a number of ammunition developments, notably the SuperVel line, but also increasing use of jacketed bullets in revolver calibers. By 1973 most of the ammo makers were offering jacketed soft point and jacketed hollow point bullets in .357 and most other revolver calibers. Actual performance varied considerably.
Jacketed revolver bullets really started taking off during the 1960's. Speer and Sierra offered a pretty broad range of choices in both JSP and JHP designs for handloaders. The rapidly growing popularity of these bullets is probably what propelled the mainstream ammo manufacturers to get into the game.
The first .357 ammo I recall purchasing was Federal 158JSP in 1973. I still have the box with a price tag of $5.97 (50 rounds). Shooting factory .357 in my 4" Model 19 quickly convinced me that it was a very uncomfortable experience.
In 1974 I purchased a 2.5" Model 19 ($149 NIB, took me several months to pay it off on the "layaway" plan). I tried the SuperVel 125JHP's in the snub. Not only was the recoil and muzzle blast extremely heavy, I found that I had to use a dowel rod and mallet to remove the fired cases from the chambers. I stuck with .38 Special +P thereafter (as I recall the +P loads were just becoming available at that time); I remember buying Remington 125SJHP, Winchester 125JHP, and Federal 158SWC-HP (so-called FBI load). I did carry some WW .357 158 armor-piercing ammo while on patrol, thinking that it might be handy to have in the event of a barricaded subject incident (tried it on an old wrecked car and found that it would shoot through the grill and radiator and still break the water pump housing; also shot straight through concrete blocks).
I have not purchased any .357 ammo since the mid-1970's. I handload .357, but I use fairly mild loads, typically a good 10% below recommended max loads. For what it may be worth, I have used those loads on deer twice, and a spike elk once, resulting in clean kills and only one bullet that did not exit the body (cast 150SWC-HP bullets), possibly due to passing through a rib on entry, then lodging against a rib on the far side.
These, and other experiences, have convinced me that .357 magnum is excessive for defensive use, particularly in populated areas.
My $0.02 worth.