Values. Can't be bought.
Reading my March American Rifleman, saw an ad for Novx ammo. Some of the copy jumped out at me, claiming it was among other things, "the most deadly ammunition in history" and "ARX fluted design inflicts lethal performance". This reminds me of the demise of Black Talon ammo. Would anyone have reservations about carrying a round that is touted by the maker to be the most deadly ever? Here is a screen shot from their video on YT.