30 round magazines for the 7.62x51 have not proven to be as reliable as the 20 rounders because of the weight of the cartridges. Springs strong enough to provide reliable feeding exert enough pressure to deform the feed lips after awhile. The exception was the Bren mags as the mag fed the weapon from the top and used gravity and used weaker springs. HK 30 round mags usually work pretty good with their double feed lips, but not as consistently as the 20 rounders. And, as mentioned above, the extra length of a 30 round mag for an M14, FAL or HK91 could be a hindrance when shooting prone. I'd say going with a 20 round mag instead of a 30 was due to more than just "not getting the memo".
When the M14 and AR10 were designed, no one was using a 30 round magazine. What about the AK-47? The west didn't know about the AK until years after it's introduction. I believe it was first openly displayed during a military parade in Moscow in the mid to late fifties. Also, due to manufacturing problems, the AK was not issued in any significant numbers until 1956. The Soviets were still using Mosin Nagants and the SKS. Probably the PPHs as well.
During Vietnam, the Marines used the M14 and it's 20 round magazine to great affect and for the most part, they didn't feel under-gunned. Of course that was earlier in the war and the NVA was probably mostly equipped with Mosins and the SKS.
During the Bush Wars fought by Rhodesia and South Africa, the FAL with it's 20 round magazine dominated the battlefield and there, the terrs were using AKs. The Rhodies in particular were under-equipped and didn't always have the luxury of fixing the enemy in place with rifle so they could finish them with heavier weapons and/or airpower. They started and finished their fights with their FALs.
I had a brief correspondence with a former soldier who used a FAL against terrorists in one of the Iraqi wars. He said it's range and power gave him and his team mates a significant advantage over their AK equipped foes in the open terrain of the desert.
Other factors came into play, but it's interesting that the demand for a 30 round mag didn't arise until the the 7.62x51 was traded for the 5.56x45. Part of it may be with the greater controllability of the AR, the rate of fire went up and the 30 rounders were needed to keep up with the increased ammo consumption
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