If we
strip out all the marketing speak, their claim is
significant velocity improvement from a moderately heavy bullet, with "acceptable" life out of a 16" barrel. What's "significant"? Similar to a 28"
6.5CM barrel, in a similarly sized cartridge. That means more energy, further, with simpler external ballistics. Even if we assume this is only mostly true, the benefits of their new cartridge seem to be worth investigating, and are the result of very real updates to the case.
Obviously there's branding attached, but let's be honest here -
most cartridges have someone's name in it. That's one of the perks of inventing a thing, and capitalism. Recall that this cartridge is replacing 223
Remington, after 308
Winchester, which itself supplanted 30-06
Springfield.
The shortest path back to number designations is to have the government to develop new technologies directly. Alternately, it can gain adoption by NATO, where it will earn the perfectly bland metric designation: 6.8 x 51mm NATO, right next to 6.8
Remington SPC in ANSI-SAAMI Z299-4.
I started counting in just the SAAMI rifle cartridge spec, then gave up. Look for yourself - they're almost all [...]Remington or Winchester...except for the Ruger, Nosler, or Savage entries.
View attachment 606040
We see the same in handgun cartridges, except, like you noted, they're "all" S&W or Colt (underrepresented since a few of the "Automatic" designs are originally "Automatic
Colt Pistol") except for 45
Glock Automatic Pistol, 357
Sig...and some more Winchester & Remington again.
View attachment 606051
Of the 10 rimfire cartridges, 3 are Winchesters, and one is Hornady.
View attachment 606054
Having thoroughly distracted myself, I have to wonder - are you equally concerned with the naming of cars? Should they all be like the F150 and IS 500, or can we still have our Stingray?