The other issue is that so many of these rifles sold today are either safe-queens or range-queens. In the field, shooting at live game in the moment, I have never felt the recoil of my rifle. I'm just too jazzed to be out hunting and having an opportunity for some game. But take the same rifle to the range and try to sight in a scope with 20-40 rounds from a .30-06.... even that is punishing, let alone these .300 WinMags or super-short magnums everyone is hyped on. We spend too much time at the the range, and that develops a flinch in people who expect that kind of recoil.
Take them out in the field, and shoot at game sized targets in game hunting situations and the recoil isn't so much apparent. But a super-light rifle at the range becomes punishing.
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