.338 Edge is the way to go, I don't care how you look at it. It's flatter and faster than the Lapua. Hell, the .338 Ultra is faster than the Lapua. If a guys hung up on factory stuff then the Lapua is the way to go, if a guy reloads it's a no brainer .338 Edge.
Dies are readily avaiable, one pass through the full length die, with .300 Ultra brass and it's a done deal. For most guys shooting these type of custom rifles and cartridges. They are up to speed on reloading, Lapua brass is good brass but sure isn't the reason to choose a cartridge. The Remington brass is fine if you sort it and match prep it like most do to get maximum performance out of your custom rifle.
I sure wouldn't drop the coin on a custom .338 Lapua chambering when their are better performers in it's same bullet diameter than can be built on a Rem700 Magnum long action. Without having to go with a custom action if need be and then the hassle of the .338 Lapua case head diameter on a Remington 700 bolt face.
If your only buying factory then .338 Lapuas the way to go, you want max performance out of a custom rig, the .338 Edge is a very attractive option for the handloader.
I think magazines, movies and what not over glorified the .338 Lapua.
I think people just like to say L-A-P-U-Aaaaaaaaa.
Just like some people said shortly before I bought my First NightForce that they were over priced pieces of junk. Strange how I see Nightforces parked on top of their Lapuas now days.
Sometimes people just need a little time to catch up, ya know. Graduate from the .308 to the magnum thing for the distance stuff.

I recall guys running little .308' s when we were shooting distance with .300 Win Mags. Said we didn't need those "Magnums" I get a laugh out of those guys shooting the magnums now. Just took a little time to figure it out.
I just have my preferences, I like them all. RUN WHAT YA BRUNG!