I think it was too little too late. There were already short magnum offerings from Winchester and Remington. The RCM didn't do any better than the the WSMs or the SAUMs, and it was offered in a less popular rifle. Rugers aren't bad deer rifles, but I see a lot more guys buying Remingtons, Savages, Brownings, etc. over Ruger M77s. It's a good cartridge and it's cool, but it came to market too late and at bad timing. I also think the way they marketed it and offered it in a light, 20" barrel rifle really hurt it as well. I feel like the manufacturers and industry has pushed and created this need for short, light, magnum rifles more than the customers actually want. It's a niche market and I feel like more guys would buy light rifles in standard cartridges, or just buy a standard rifle in 7mm Rem Mag or 300 Win Mag over a specialized Ruger in 300 RCM.