Bullets fired from hunting rifles have had the capability of hitting targets at long distances for many decades. Regardless of these capabilities, sportsmen have historically held themselves to an ethical standard of not taking excessively long or risky shots at the big game animals they pursue. New shooting technologies now being developed and promoted for use in hunting are encouraging hunters to shoot at substantially increased distances. These new technologies, while not illegal, are tempting hunters into taking longer and longer shots, which is raising significant ethical questions, including those of Fair Chase and intent.