I think it's going to be a flop. Looks like a Kal-tech rifle. Hi-Point made a 9 mm carbine and for all the make fun of Hi-Point so did Beretta with the Storm.
I can't see the real advantage of this gun. I wouldn't want one. Only reason it's making a splash is because Ruger has a religious following. The gun is ugly and the price to high.
The tactical monkeys won't want it and the real shooters care too much for a Aesthetics. This may catch a small group of Ruger lovers and people that think "How Cute". Don't see it being a winner.
This gun WILL SELL, and sell well. For several reasons. First off, in addition to what Bubba said, revolver and pistol cartridges chambered in shoulder fired weapons
have always been very popular. Going all the way back to frontier times. Today if you look at the Marlin, Rossi, and Winchester lever action carbines chambered for the rimmed revolver cartridges, they ALL sell well, and are difficult to find in stock in most gun shops. Even the well stocked one's like Cabela's, have difficulty in keeping them available to customers, and on the rack.
Rimless auto pistol rounds in semi auto carbines are simply a more modernized version of this whole concept. So there is no reason to believe they won't sell as well, or even better. Especially when you consider the fact tactical semi auto weaponry is much more popular today, than lever guns are. Even with the popularity of cowboy action shooting.
And knowing Ruger, this will only be the first of many different versions of this weapon. In time to come look for Stainless Steel versions. Tactical models with folding stocks. Laminated stocks in every color of the rainbow. More caliber choices. And on and on. Just like the entire Mini 14, and Ruger 10-22 line has been built on. To say this is a very "buildable" platform, is an understatement. This could very well end up being another 10-22 / Mini 14 success story for Ruger. No other major manufacturer is producing these, ever since Marlin stopped production on their Camp Carbines, that many shooters have been begging them to reintroduce.
And there are many shooters out there like myself, that want this type of weapon, but are just not interested in owning the cheap, plastic and die cast Hi-Points, and other low cost, odd looking abortions that have been languishing out there, begging to be sold. They are waiting for brand name quality. Now it's here. People will be chomping at the bit for these guns. I'm guessing they'll be allocated for quite a while before you start seeing them in gun shops with any regularity.... And at a fair street price range Ruger is known for.
I bought these for low recoil fun plinking, defense, cost of ammo......but really found out after I started reloading. Just having 1000s of brass cases "in circulation", buying powder, projectiles and primers is absolutely easier to deal with than shouldered rifle brass.