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I picked up the new Guns & Ammo and there are new rifles by Les Baer in a new .264 cal. The ammo will be manufactured by Black Hills.
It's an AR platform.
I'm not really knowledgeable about ballistics.
Why would LB want to manufacture a whole new rifle, bullet, cartridge and why might this particular caliber work better than other current choices?

I am in the same boat about not knowing balistics. My only answer is, because people will probably buy it just to say they have one. New cartiridges/guns don't come out everyday. Some folks (myself included at times) have to get the newest/baddest/coolest gear. That's my .02.

10 years from now, a lot of guys who've bought guns in proprietary cartridges will find that they have no source of readily available factory ammo and will HAVE to roll their own. (And not just for ARs.)

I think there's a big element of vanity involved - why else introduce ANOTHER 6.5mm round for the AR platform, when there's already one on the market? Why have similar - but non-interchangeable - new .30 mags (Winchester, Remington, and now Ruger) except so some corporate type can say "Look! We did it too!"

Don't know any tking about LB 264 but there is a 264 Win Mag from the 60 or 70