Ah, yes, but then there is also the old adage that states "Beauty is in the eye of the beholder".
To each their own, this rifle has some small amount of appeal to me, but certainly costs more than I'd ever spend on it and I'd keep my Ruger Alaskan chambered in the same in place of it, but it will appeal to many no doubt, much like the Browning BLR that many find beautiful and is, to me at least, amongst the ugliest wood and blued hunting rifles ever. I love the look of most lever actions but would not own one of those if it was given to me because I find them just that visually unappealing.
As a gun owner I'm much happier knowing that there are more options available out there than less, obviously I won't care for all of them but I'm glad companies are expanding what is available to all of us.