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I, personally, think it's a perfectly acceptable term, once you see its applicability in manufacturing, business, and marketing. If you confuse it with "weapons platform," the misunderstanding makes sense to me.
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I agree....and it makes sense to me when used in this content.
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Common design, formula, or a versatile product, based on which a family (line) of products is built over time.
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To me, when used here and other gun forums, it is a type or style of firearm, generally referring to type of action and not brand specific. BTW....I'm an old fart and the term has been around longer than internet gun forums.