I think it is supposed to simulate hunting, hence the 500 yard max. Its just an advertisement for some of sigs stuff for hunting. Most people think sig=pistol. They are marketing the cross.
i held a cross the other day, so did my buddy, separately. We both liked it. We are also into short barrels. I have no idea how one shoots and i doubt its better than my custom tikka, but it is prob lighter, by a little. Id take one in a 6.5prc and 20” proof barrel, bug they dont make that and I couldn’t find brass if they did. So that counts me out. If i was looking for a short/light 6.5cm i would buy a cross. I had a fix and it had some aspects I didn’t like, so it got sold.
As far a celebrities, that part doesn’t bother me as long as they are not commies, after all, its just to get new or young shooters or people stuck in 1970’s hardware time loop, to get interested in their products. I fail to see the reason for the angst.