Free: Contests & Raffles.
I'm a pretty big .270 win fan myself. Been carrying the .243 during deer season since the kids started hunting. My family mainly uses 30-06, 270 win, 7mm-08 & .243. Dad killed a couple of bull elk with his 300 win mag, but admits he probably didn't need it. I have an Uncle who used a 7mm Rem Mag quite a bit, though he killed his biggest bull elk with a .270 win.
I don't think the popularity of the magnums had decreased as much as the target shooting of the smaller calibers has taken off.