If it really is the same length as the .22 L.R. cartridge, then I see this round doing well. After all, it can be chambered in ANY firearm model set up for .22 LR, with only a change to the bore diameter. Magazines for .22 LR will work. Receivers and breech faces and extractors and ejector angles for .22 LR will all work. Feeding should actually work better. I see auto firearms for this.
[shrug]
I could be wrong. But it'll be a low-cost experiment for the manufacturers to test-market their firearms in this cartridge, which means you're likely to see quite a few examples to try. That bodes well. Always bet on the option that is cheap for the manufacturer to market.