I've noticed a lot more reduced or "managed" recoil ammo on store shelves lately. I can remember when Remington first introduced the stuff several years ago in just two or three calibers. They touted it as something that reloaders have been doing for years and just wanted to make it available to the average shooter. Now it's available from several different manufacturers in all sorts of calibers.

I found Remington's .270 Managed Recoil ammo to be a very comfortable round, and very effective for someone who never shoots beyond 100 yards.

It has become extremely popular. My wife now likes to shoot a few more rounds from the bench (I think that is a good thing!), and my grand kids make the transition from rim fire to center fire with a bit less trauma and therefore not as much flinch. I developed some very low recoil loads for the .243 for one of my grand daughters. Her parents, (without consulting me!), bought her a single shot in that caliber, and it just was not comfortable for her little 40 pound frame to shoot. My "super soft" loads helped her tremendously, and she's now shooting regular .243's with no problem at all. The more folks we can get comfortable with the sport of shooting, the better off we all are, in my opinion.

I think (but don't know for certain) that the managed load bullets are constructed to expand well at the lower velocities. So, while one can achieve pretty much the same thing by handloading, depending upon the velocity the off-the-shelf stuff might have an advantage.

Yup - plus I've never seen a piece of paper get up and run away {at range] just because it was hit with a 'reduced load'

You can always use bullets meant for a "lesser" cartridge in your caliber if you load light yourself (6.5 Grendel bullets for a Creedmoor, 6.8SPC for a .270, etc)

Made some reduced loads for my 270 win. 110 grian Sierra prohunters about 2600 fps. They have killed several deer, hogs, and coyotes. I made them for my wife, but they are fun to play with. Lay the gun on the bench/window etc. pull the trigger and the gun barely moves and they have adequate killing power at moderate ranges.