I have noticed that more and more people own and shoot 40S&W handguns. It seems like everyone just bought one and or I'm seeing them at the range. Not long ago 40S&W was frowned upon and noted for it's "snappy" recoil and over priced ammunition. It hasn't been that long since 9mm became the new fad. I'm guessing it's the discounted 40 cal handguns going on sale and or police trade ins. I've never seen a cartridge turn around so quickly, going back in favor.