selling
It is, of course, safe to say that every business is "for profit". I have not been to a Ruger board meeting, do not have a QBA or accounting degree, and made the worst grade in Economics (econ 30) than in any course I took.
What I believe I see with Ruger is a continuing decline in the appeal factor of their products, a similar drop in the number of their firearms that had such a factor, and a decided increasing willingness to axe products that do not meet their standard for profit. And I believe that Ruger's hunger for profit is substantial. Like higher than other businesses, by a lot.
This is me, no numbers, no special insight, simply what I believe I see in Ruger since Bill Ruger died. Despite R. Ruger's ramblings about magazine capacity and his little rifle (the Mini) Bill Ruger made interesting guns, firearms nobody else made, and people bought enough of them to keep him satisfied with the profit. But now numbers drives Ruger more the company more than ever.
As example, note the previous comment about their lever gun line. No market for lever guns you say? Funny how Henry continues to sell and expand their line, Browning still sells BLR's, and the import Winlin market thrives with the decline of Marlin and the passing of Winchester. The guns (levers) sell........simply not enough to satisfy Ruger.