.338 is kind of intermediate between 7.62 and .50 bmg. It's great for shooting things out to around a mile. It's overkill for anything less and heavy as hell to boot. Decent .338 lapua ammo is about $100/20 rounds I believe. All in all, that makes the .338 a niche specific weapon. The .300 win mag remains a niche generalist. Savage has a new .338 out that I would like to own incidentally but I can't justify it, not when I already own too many other weapons that I can barely afford to shoot anymore.
That was the round that popped into my mind as well, if they decided they wanted something farther reaching than a 308 but lighter than carrying your buddy, unlike a 50.