That's the thing, there's not really such a thing as something designed for short barrels or not. This was commonly stated by the 300blk crowd, but longer barrels produce more velocity and most powders are burned in the first couple inches of barrel regardless of caliber/cartridge.
One of the issues for 8.6 blk is a large case capacity for subs. Not saying everything hornady says is right, but using a smaller case allows them to have a better load density to help keep SDs consistent.
If Hornady makes cheap factory ammo for this and it's widely available, it'll kill 8.6 commercially. People will probably get fast twist barrels in the 338 ARC to get on that hype train.