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.303 British isn't super popular in the U.S. mainly because it isn't "Hot, in happening, now & sexy".
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I disagree. I think that it is not popular in the U.S. because of the fact that almost all .303's we have ever seen have been S.M.L.E. service rifles. Elmer Keith really liked the round and he noted that lack of quality rifles for that cartridge. If we would have some good, strong, accurate sporters commercially available in that chambering, the .303 may have developed a larger following.
As it is, I only remember then non-S.M.L.E.'s that were available at one time were the .303 Ross rifle and the Ruger Number one.
Having had a couple .303 S.M.L.E.'s and a handloader, I observed (as many others did), that the case life was significantly shorter than other guns...which likely added to its unpopularity.
Nevertheless, the largest deer (176 lbs. hog dressed...no hide, head, legs or hooves, meat hook through the neck), I ever took, was taken with a .303 S.M.L.E.