It is a popular loading, easy to find, and works well for most animals. No muss, no fuss, no drama, simply reliable performance regardless of the species (within the parameters of common sense, reasonable ranges, and reasonable shot presentations). It's the easy button for the .30-30 in a lever gun.
That's my suggestion. Because it works well, is reliable, and predictable in performance on a wide variety of species from coyote to moose. That also means accepting some limitations (trajectory chief among them) but for the cartridge and platform they are, in my opinion, reasonable and the benefits outweigh the drawbacks.
Bottom line, that loading is versatile and works quite well for its intended purpose, has done so for a long time, and proven effective by generations of hunters.
Again though, my opinion. I'm not mad at ya if you disagree.