My guesses-
-Most people already have a bolt action 223 and if not, they have an AR.
-The price was substantially more for a 223 bolt action compared to other bolt actions on the market in that caliber
-The Ruger had a large firing pin that was piercing primers. They should have used a small pin similar to an AR. This gave it some bad press.
-Don't you know that 6.5 Jesusmoore and 308 are the only calibers that you can shoot past 600 yards? 😉