The .40 S&W is currently the most popular round on the market. Every time a company releases a new pistol the usual order of things go like this. .40 S&W is first, followed by 9mm, and then .45 ACP.
GLOCK did that with the RTF2 series and then with the Gen4 series. Smith & Wesson did the same with their M&P line. Springfield Armory did that with their XDm Line also.
I can walk into any Walmart, Bass Pro Shop, Gun Store, etc and find .40 S&W.
In the USA alone, .40 S&W is 60% of the LEO market, and because of that the civilian market is the same. Because the majority of the civilian market follows the LEO market. Just as the civilian market follows the Mil/Gov market for rifles.
.40 S&W is not some obscure cartridge. It's "THE" cartridge of the 21st Century, just as .38 S&W Special was for the majority of the 20th Century. When the majority of law enforcement adopts a caliber, so does the civilian market.