First foray into Alpha with the 708. SRP & LRP has my SDs single digit out the gate past 200rnds. I've never had this with Lapua for past decade. I changed one variable and the brass was it. So, it's "Me love you long time, Alpha brass! No BS" 
They need to expand for sure.I've had the same results from them. New Alpha 6.5CM SRP, with "known load" from another rifle of Varget and 142gn Sierras. Might have been the easiest load development for a rifle I've ever done.
Hoping and praying for .223- based cases from them. But would also be very happy to see 30-06/270 length cases to build off of. Or raw tubes of roughly 308 dimensions.
They might have less case capacity, but the web and pockets are stronger than the Lapua brass I've shot the past 15yrs. I had some loads that felt a bit too hot, and the chrono showed the erratic ES/SD. Every time I would encounter that with Lapua, the primer pockets would expand .001. With these Alpha they didn't move even .0005.I use it in 6 PPC and no complaints. Neck thickness varied less than .0005 out of the box. My only complaint might be that the case capacity is less than others but excellent brass