No doubt each of the below has already been mentioned, more than once, but here are the reasons I reload, in order of importance: 1. It adds a whole new level of enjoyment to shooting (if you're into shooting and firearms, and you do not reload, in my opinion you're missing out on half of the fun!). 2. Cost (some cartridges are scary expensive for the non-reloader). 3. Tailored loads (which, in my case, means bullet selection as I shoot strictly open sights). Factory loads really are quite good. Most perform better than 99% of the shooters who buy factory fodder. And, there's quite a selection of premium projectiles available (in the more popular calibers...some of what I shoot is definitely not common therefore the need to reload, to get the projectile I want). But, factory ammo is expensive. Most of all, though, reloading is an enjoyable pastime. For me, that's the compelling motivation.