Well, that is amazing.
Does it draw its inspiration from the Colt 1903 Hammerless .32 ACP pistol, introduced in 1903 and made through 1945? That too was a pocket/purse gun that is easy to carry and easy to operate, with a built-in grip safety for the non-expert. The 1903 was followed by the Colt 1908 in .380 ACP.
I like the fact S&W is daring enough to put the grip safety on this pistol. That's kind of a oblique statement on the inherent "practical" safety of striker-fired guns in general, is it not? Perhaps those with light, short triggers most of all. I mean, in the hands of people with moderate levels of familiarity, experience, and training.
The spec sheet says this is a "internal hammer fired" pistol, aka "hammerless," design, again a lot like the Colt 1903/1908. That too is well-suited to the potential market.
The barrel on this pistol, at 3.675 inches, is almost an inch longer than the 2.75 inch barrel on the 380 Bodyguard. That means an increase in muzzle velocity of the M&P 380 EZ over the Bodyguard of over 100 fps, more or less (see "Ballistics by the Inch"), which will increase the effectiveness of the .380 round and lower blast and recoil. Another good idea (the Colt 1903/1908 has a 3.75 inch barrel in most variants).
And people bought almost 600,000 of those Colt 1903 and 1908s - amazing, considering the population was a third of what it is today. Everyone from bank couriers to gangster gunsels reportedly loved them for pocket carry in the 1920's and 1930's. Variants were issued to U.S. Army general officers into the 1970s. I've got a 1903, inherited from a grandfather (on my wife's side) who was a traveling salesman in Georgia in the 1920's. It's a joy to shoot, and exceptionally easy to carry -- although made of steel (24 ounces) and not "small" (6.75 inches long). It sure is thin and handy.
Anyway, this is interesting. Some will despise it, but there is a sort of genius to it. Like that Colt 1903.
