The Ruger LCR did well because it was Ruger's only lightweight snubnose and it was new and innovative with a nice trigger and grips. Ruger fans had a whole new gun. The S&W Bodyguard 38 is competing with themselves. S&W has the air-weight j frames covered, plus they lowered the prices. I think most people will choose the air-weight over the polymer 38. I did.
The fact their is not much buzz tells me they are not selling well.