A new 9mm Bear Load has just been announced

This is a 135 grain +P load meant to keep a bear off you. Last year we had a 10mm Bear Load that was a total flop and now we have a 9mm Bear Load. Supposedly this new 9mm Bear Load has more power than a 454 Casull, 500 S&W, or 510 GNR and I am trying hard to believe it. The people that are promoting the 9mm Bear Load are saying it is similar to the power that the old 9mm Lawman had and if I remember that it wasn't anything to brag about.
There have been at least 4 or 5 bear attacks in the last few days and I think each of them ended up killing the hiker. This is the time of year that bears are eating a lot getting ready for the fall hibernation. They are hungry and hikers look good to them. I think of the 5 or 6 people that have been attacked each of then were hikers.
We had a young man call this morning asking if we had any of the 9mm Bear Load ammo in stock. When Noodle told him we didn't have any of it in stock, the young man had a hard time believing that we didn't have any of it.
The 10MM Bear Load that hit the shelves a year or two ago was promoted by a gun writer who claimed he used it to keep a Grizzly off him. I am wondering if this new 9MM Bear Load is another of the same hype that could be listed under the heading "BS".I am afraid it is going to get more hikers killed or mauled at best.