I think at this point the marketing departments are just throwing spit balls and don't care if they stick or not, cause they're already working on the next big thing.The marketing is leaning in really hard to varmint hunting. It will be interesting to see how that turns out for them since the world of varmint hunting, and hunting in general seams to be really shrinking. Personally when I was doing a lot of varmint hunting I always thought even a 223 is pretty overpowered as a varmint round. Even a 22 hornet is absolutely deadly out to the distance that I did 98% of my shooting, so I am not in the market for a more powerful varmint gun than a 223. If I lived somewhere where I needed more range than a 223 I would probably use a 6mm arc, or for a bolt gun I would probably just use my 6.5 creedmoor.
As long as some consumers fall for 50-100 fps there's no reason for them to stop.
The 22 ARC is just another in a line, it'll get bought by a few but ultimately most will just use that nifty new 62gr bullet in a 5.56 and be happy.
I love my Valkyrie but it doesn't make sense to me as a varmint round, making the case short enough to fit the long VLD type bullets takes away from it's powder capacity for varmint bullets. I really think the problem with the Valkyrie wasn't necessarily the support but it all stemmed from the 90gr SMK, it's really IMHO a poor choice for the Valkyrie, the 80gr class of VLD's are much better.
The FGMM 80.5 gr Berger load came too late and had poor timing of being introduced right before another ammo crunch.