I am sitting here thinking about this and I can not shake the thought that we are not the target market. In many countries, including India, I only mention India because I was doing some light research into something else in India lately, military calibres are prohibited for most people. 9mm, and, oddly enough, 455 are prohibited. The same is true in several different countries.
This might be an attempt to enter those markets. I am not saying that this is the only answer. I am a bit interested. However, I think the expected noise level may turn me off. The idea of a powerful civilian cartridge might not be as enticing to me as to people who are forbidden from using military calibres.