There seems to be a market among a younger demographic for new styled but retro action guns. Look at the newer model introductions, especially by the custom shop. They look like toolroom prototypes to me, with the final smoothing finishing cuts eliminated. This rifle seem to me in that same vein. Unappealing to the experienced who 'know better', but probably have enough 'sizzle' to make a sale when a newer shooter gets handed one off the store rack. If this is what it takes for S&W to keep surviving, so be it. But agree with almost all the above comments. Something tells me they are trying to exploit a (temporary) vacuum in the market as Ruger gets their Marlin product line expanded to the market.