You're quite mistaken. There are plenty of Ruger enthusiasts out there. And that doesn't count the many new Ruger owners who have responded to Rugers growing line of semi-auto handhuns, new rifles, and Ruger's venerable line of of strurdy revolvers.
So how are they repeatedly coming up with sales growth figures that beat the Adj. NICS growth by a huge margin, if they are not taking market share? Both Smith and RGR are taking share from the others, especially in the handgun sector.