For numbers, there are fewer licensed every year. Our numbers are diminishing. So who are they marketing these new rifles to anyway? The hunters who read these mags already own at least one hunting rifle.
That's part of the problem.
Firearms manufacturers sell durable goods.
If people stop buying, they go out of business.
If they can't get you to buy another '06, then they have to come up with some way to get you to sell the '06 and buy the new .338 Super Throat Annihilator and Muscle Punisher.
Then, of course, there's a hand-off to the ammunition companies that prey on the people that snap up the "latest and greatest" rifle without checking the cost of ammunition, first.
.338 Lapua rifles being "chambered for five dollar bills" comes to mind.