I really, really want to like the Bodyguard 38, but I can't see much advantage to it. I don't know maybe there's a marketing/customer understanding problem? Anyway, I see little or no advantage to the BG 38.
According to S&W the Bodyguard 38 is 0.64 ounces lighter than a 15 ounce Airweight. That's not really a relevant weight reduction. Why are these plastic revolvers so heavy anyway?
Integrated laser? Crimson trace units and other grip mounted lasers are easy to install on any J-frame and I have a wide selection. The laser on this revolver looks harder to activate than aftermarket units, too. No advantage there.
Ambidextrous cylinder release? No advantage to me, in fact, a mild negative. I'm right handed and would prefer a right handed cylinder release, it's also what all of my other revolvers have.
Give me a plastic j-frame with real weight reduction, say 12-13 ounces or less and MSRP in the $500 range and I'll probably buy. At the very least, you could update the sights from a tradition j-frame. Otherwise, there are more parts, accessories and customization for a traditional airweight revolver...they're also cheaper.
I've really been hoping that S&W will revamp the Bodyguard 38 soon, just like they did when the Bodyguard 380 became the M&P Bodyguard.