I had a Ruger 96/22 for a while. It was, and is, a nice little carbine. Mag holds 10 rds ( in .22 LR, anyway) and is very similar to the 10/22's. Will not interchange, IIRC. May be due to different feed ramp geometry, as the release mechanism looks the same.
The trigger pull wasn't very spiffy, but what new .22 in its price range doesn't leave something to be desired on that count anymore? Nothing that a good 'smith or a bunch of shooting couldn't cure.
Accuracy was on a par with what I've come to expect from a quality-made rimfire these days ie: perfectly adequate for anything but formal bullseye with most loads and medium-impressive with the stuff it preferred. The action throw is long, a la the Savage 99 which it strongly resembles, and it was solid if a bit tight OTB. That too will slick up with use.
I gave it to my niece when she married, as she'd rediscovered shooting when she wed an avid hunter and recreational shooter. She likes it just fine.
Couldn't say why they don't seem to sell well, unless it has something to do with being a bit pricey for the plinkers compared to most popular semi-autos and not "traditional" looking enough for the narrow focus nostalgia types.
Let's face it, the centerfire 96 is tailored for a very shallow niche in the short-range hunting carbine market. When you consider that Ruger has a semi-auto that's in direct competition to it and has better appeal to the SD/HD market (if the aftermarket jumps in with added capacity mags, anyway) it's probably an endangered species.