Its not bad if your squint the shape is similar enough to the attractive enough 10/22. They messed up the details a bit though in my opinion.If I was the industrial design boss as ruger I would have said nice start, but this is a bit off, do another one, look less gimicky.
That said, if it runs and keeps up with carbines that cost 3-4 times as much, a little ugly is fine. I have not heard enough if they can keep up with the big names. If they do, the ugliness will fade, the reputation will make kids that grew up with it existing think it looks great. No I am not joking. 11 year olds that play this in video games for ten years will think its hot. Thats the way it works if it runs well enough.