Loudness is the trend more and more these days. Everybody wants their mix to be louder than the next guys. THIS ISN'T NESICARY!!!!! In fact it kills the dynamic range. Remember when soft parts of songs were quieter and heavy parts came right up in your face? I love that when I listen to old records, and you just don't find that anymore. It seems as if we've been trained to think that volume=quality. This just isn't true! If your mix is loud enough to be heard without raising your noise floor too much, it's good. If it's not loud enough to do that, I agree with Cody Suit, in that some hard limiting would be the answer on your master fader track. But be careful you don't want to squash it too much.