Lazzeroni is the guy that is credited with bringing out the short, fat magnums. Winchester took that ball and ran with it. Lazzeroni, though, was undoubtedly influenced by the 6mm PPC developed by Louis Palmisano and Ferris Pindell.
The short fats are so incredibly unpopular that every major rifle builder is chambering them.
There's the .270, 7mm, .300 and .325 WSMs and then there's .223, .243 and .25 WSSms.