It's Ammo and the evolution of a product....Federal Hydra-Shok were LEO issued, than civilians were marketed and it was the shiznit premium ammo back in the day. Winchester Ranger, PMC Starfire, Those evil Black Talons, that are now the SXT, same lubalox coating and everything without the non-PC name...
Than came the Golden Sabre, Speer GD's and others, which helped improve the ballistic performance of even "leetle" rds. like the 9mm, .380, even the .32.
So good for Hornady, They make great SD/carry stuff. My Speer Gold Dot's in my Kel-Tec .380, work great, feed reliably, and are an effective rd. in that platform. When I can't carry my M85 snub with Golden Sabre .38 +P's. or my 1911 with Federal HST's....or my M&P .40 with Winchester SXT's...etc,....etc,...
Point is, they have to stay in the game of a growing gun market...Gun sales are way up...The latest greatest of 2 years ago, needs a new face, new technology, a little marketing, and I read the performance reviews, even through auto-glass, heavy clothing, sheetrock, and other barriers, and the weight/shape retention is pretty impressive.
Still comes down to shot placement and practice.....Many thousands and thousands of folks have died with "ball ammo"...also...
and so it goes,....
The gun rags, play to the hype, and if your life is on the line,....you shoot what you got,...if it's a premium super dee duper ammo, all the better.
Stop the threat. Protect you and your family. That's the bottom line.