Generating hype...
I don't think that this was intended to generate hype.
The article said that the SP101 in .22lr has been Ruger's #1 requested firearm since it was initially discountinued. There are a lot of folks that have wanted one or more of these guns.
I think that G&A released this story several months early, and I think that Ruger is genuinely pissed off. They just released the Single-10. Releasing the SP101 a few weeks later would have an impact on Single-10 sales.
I was ready to make the Single-10 my next purchase. Do I like SA revolvers? Not that much, but it seemed like a pretty decent, higher capacity stainless revolver. I had a single six hunter and sold it earlier this year. The fact that it was a dedicated .22 lr and it had a 10 shot capacity was enough for me to overlook that it is a SA revolver. I would have been happy to settle on a Single-10.
I like the Single-10, and still might eventually get one, but now that I know that the SP101 will be released in the future, I'll wait for the SP101. I think that a lot of folks are like minded. I think that Ruger knows this and is really pissed off, right now.