I believe the reason it never caught on is that it has been an "Auto / Rimless" cartridge for too long. People either like the 9mm or something else - is what I have found.
Also they tried to make something that is truly not needed. Most people who like the 9mm also like the Auto Loader over the Revolver. Again, I said MOST. The ones who really went after this hybrid are in the minority and I guess there was just not enough interest or money to be made in it.
IMHO there are way too many variations of bullets and calibers. Most either work their way up on their merits or into the history books if they prove to be just another money making scheme. Too much overlapping, repetition, and duplication as far as I am concerned, but it's still a free Country ( isn't it?) so try if you can.