Of course it is a business decision.
I design products, so I understand that there is a lot of complex decision making that goes on. The trouble I am having with the ACR right now is really this giant disconnect I see between two facts:
- 1/9 Twist
- $2600-$3000 MSRP
1/9 Twist barrels make good sense for Bushmaster in serving their customer base. Most Bushmaster owners wouldn’t know what a Mk262 round was if you hucked one at them. They own ARs because they look cool and are a lotta fun to finger fuck while watching 24, show off on your Facebook page and go plinking in the woods with. These folks walk into Wally World and wanna buy ammo for their toys and they couldn’t give a rats ass about grain, providence, terminal ballistics, case sealing or any of that. God bless them, they just want ammo that goes boom so they can go out and live the American dream of shooting cool guns.
The chances of these folks picking up lightweight (45gr) loads is FAR higher than they stumbling upon 77gr Black Hills. Bushmaster very smartly skews their barrel twist rates to be more favorable for the vast majority of ammo the vast majority of their customers are gonna feed their Bushmasters.
Here is the kicker - the ACR is clearly not aimed at the above outlined demographic. The folks who have been salivating over this thing for the last 3 years are us - the kind of gun geeks who do damn well know what Mk262 is. We fetishistically pour over the minute technical details of every rifle we can. We even have charts that lay out the minute technical differences, in minute detail!
An MSRP of $3k really means little to us. The street price will knock 20% off that list. The prices will likely come down over time. Even if they don’t, if the ACR is/was what we expected, most of us would probably stretch the budget a little bit and buy one.
But than they throw this 1/9 twist bullshit at us. Gun geeks know that the #1 way to spot a plinking AR and one meant for serious use is 1/9 v. 1/7 twist.
If it was a high price, but a weapon with proper specs - I would bite the bullet and be happy to pay a premium. If it had a 1/9 twist but hit that $1500 price point, I would be happy to buy one, shoot the hell out of it and patiently wait to slap on a 1/7 when they came out.
As it stands, Bushmaster has made the worst of all decisions and alienated pretty much every prospective buyer I can think of.
I am mad at Magpul because, when the Bushmaster deal was announced, they did everything they could to assure the community that shit like this wouldn’t happen. When it was announced, the first thing I thought of was the Bushmaster’s fetish for 1/9 twist barrels (a lot of folks did at the time). And now, here we are, and look at the train wreck.