Honestly if you look at all the .22 guns made most are based on a few older designs and just have updated cosmetics.
Look at how much .22 ammo is out there, it's like S&W's website with gun models, the only difference is most of the .22 ammo is the same few designs. They have to do something to try and catch some of the market, you have to remember flash sells a lot, even if people just buy it to try it, they can always repack it as something else if it quits selling and make money again. The economy sucks and most companies are just trying to stay open and hope it gets better.
Can any of us really say we never bought something because of the looks or impulse and I mean anything a soft drink, candy, anything? A lot of companies bank on this and really do on the holidays. If the company makes money on it they're the smart ones, the ones that fall for the ploys are the suckers. I've been a sucker a few times but I live I learn and move on, then again this could be some really good stuff, never know till you try.