Hey I like the SAUM and know others who shoot it locally. The case design is pretty close to ideal (in my opinion) and I think a lot more people would be shooting it if factory ammo and Lapua brass was available.
I know the 6.5 and 7 PRC are gaining popularity, and Hornady has a lot of marketing $$ to push out their new cartridges, which is kind of annoying in my opinion.
Don't get me wrong, I am all for innovation. The problem is, when they come out with new case designs that don't really do anything better then what we already have, it divides resources (which are apparently quite limited.) This in turn just contributes to the component shortages and raises prices on all the niche cartridges even more.