Since the topic came up on cajun53's bullet construction thread, and I don't want to get off topic on that one, I thought maybe we could have a discussion about what is marketing hype and fact from the bullet manufacturers. Since marketing in the US also includes comparing the benefits of your product v. the failings of the competition I was wondering how many of the "failings" are consistent failures in brands that have been around for years and are still thriving brands. How much of the marketing spin or even hunter expectations that have been created by long deceased gun writers? For example, Elmer Keith criticized the Partition for sometimes shedding its nose. If my now rapidly failing memory serves me right, when I was a kid Nosler showed pictures of mushroomed partitions in their some of their advertising. It was at least implied that the Partition would hold together and make a perfect mushroom unless it hit bone at close range. Today the advertising shows the front half gone and a peeled back jacket. I believe it was Big Al that made a recent post about how the new Partition is more accurate but doesn't have the same terminal performance as the old ones made on screw machines. How much of the current advertising by Nosler is a continuing response to Keith's criticism and how much is because the manufacturing change had an unintended consequence that had to be spun into a virtue? Or, is all of this just myth? How about anything less than 90 - 100% weight retention being a failure? Is there really an all purpose bullet, and if there is why does every big manufacturer (don't include smaller manufacturers like Northfork that have one basic design that is modified for bullet weight and velocity windows) offer a variety of bullet designs and styles? Do X series bullets have a high failure to expand rate or is the small (compared to say a Woodleigh) frontal diameter of a fully expanded X design mistaken for lack of expansion, considering the number of people who claim nonexpansion on bullets that passed through and were lost to the countryside? I'm not asking about the virtues of complete pass throughs v. expending all the energy in the animal. That's a separate topic. I'm interested in how the marketing compares to field experience, and rumors and urban myths that abound about different bullets. I'm curious about what your opinions are about this. BTW what exactly constitutes a bullet failure with a Partition, the base tumbling and losing it's rear core in a dead animal? How would you know if the animal didn't die?