Some, not all are about wring the last bit of accuracy or speed with every trick in the book.
Some of them are other cartridges tweaked with a sharper shoulder, shorter or longer neck with less body taper maybe with a shorter case.
In other calibres like the 6.5 prc they are attempting to get close to the speed of the 6.5 rem mag and 264 win mag by using a fatter case with no useless belt.
The new 277 cartridges are the same
The 270 cal has never been a mainstay of the target groupies.
To make it perform better than some of the newcomers like the 6.5s, they want to use higher BC projectiles which is fine but need a faster twist and while they are at it they develop a better case to make it go quicker. And so on
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