I think it is very fair considering that Jim (CEO) himself proclaimed on one of the recent podcasts on PRM and their interview w/ the 6.5 guys that they INTEND to be a lifestyle brand. I am not inferring that this is a bad thing, but it is hardly a cheap shot nor 'unfair' of an assessment considering this is the company's intent. I think they are a fantastic company all the way around, and some of the most caring folks in the space; likely some of the best factory ammo available. I am not inferring that it is bad ammo or that being a lifestyle brand is a bad thing, but I am saying that I enjoy the process and precision that comes with hand loading to perfect mate to your own weapon system. Keyhole groups with SDs in the 2s is magical (to me).
The relative discourse over my benign comments also further bolsters my statement that there marketing front is strong! People don't have that same emotional tie to hornady factory ammo because they aren't the ones publicly supporting sweet 10 year old shooters and females and family based teams or sponsoring events or showing up in online content... That is marketing folks!