This is how they have determined how they make money. I'm not on board.
I've lost a lot of respect for their business practices lately. From their straight copying of Sierra and Berger bullets (but built with less quality and are cheaper) with the "Aeromatch", to their absolute copying of the Henderson with their 3-way trimmer.
Plus, they have long had an issue with their ELD-M bullets spinning apart (before other manufacturers)...you can make any cup and core bullet come apart if you spin it fast enough, but Hornady dang sure does it sooner.
I like their cost, and I love the terminal performance results of the SST out of my pig guns... But I'm just so tired of their next best thing that is 98% of what their last best thing did.
They are a marketing company now that makes bullets/ammunition, not the other way around. I'd love to see some Sierra, Nosler, Barnes, etc... podcasts. Hornady needs a little competition there.