A BHP converted to .41 A.E. is my alternate carry piece she throws 10 Gr. heavier bullets almost a hundred F.P.S. faster with lower chamber pressure. I have a stash of C.C.I.s Most excellent Gold Dot ammo. I remember the the whole 10mm "lite"/.40 S&W thing.
S&W and Federal had millions invested in R&D and along comes Evan Wilden's brain child .41 A.E. In theory any suitable 9mm could be inexpensively converted just by changing the barrel,mag and recoil spring (like mine). Man They put all they're manufacturing and marketing might into putting .40 S&W guns and ammo on dealers shelves and magazine covers right now so as not to loose the market.
It worked.