That rifle is chambered in .700 nitro express. The cartrige itself is not new in any way, but really just a customized and bored up version of the .600 nitro express, one of the larger and most common of the African Game calibers. The brass itsef has to be turned from solid stock, and cost in at about ~$100 a piece!
http://www.deerstalker.com/little_&_large.htm a
Holland and Holland (englands most prestigeous and expensive) gunmakers have been making 700 NE DOUBLE rifles for over 18 years now. The more common calibers (.375 h&h up to 600 NE) they have been making for over a hundred years.
Imagine that, but in a boxlock double barrel! Heres one for sale-(note the price!)
http://www.gunsamerica.com/guns/976645115.htmThese calibres are meant to kill on the first shot. For when you only wound a rhino, or a cape buffalo, sometimes you dont have time to aim for another shot, before it kills you. This is also the reason that alot of afican game hunters prefer double rifles over bolt actions. Because when you need that second follow up shot, you usally dont have time to manipulate a bolt before your being gored/smashed to death.
I have a .375 h&h mag, and thats just fine enough for me. But when charging death has only two or three seconds brfore it reaches you, can your rifle really be too powerful then?