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A number of reasons. Military standard is why .308 is more popular than the British 311 and all the metrics. Outdoor writers, specifically Jack O'Connor of the last century is why .270 is more popular than .260 or .280. Cartridge company competition is why .243 or 6mm is more popular than .25 and why .338 is more so than .35. Evolution from black powder loads may be why .22 is more popular than .20, .21 or .23.
My 2 cents.
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