Hello Pat,
Your thoughts about Ruger and their production demands weren't lost on me, hence my own reference to "day dreaming" as being the qualifier of my first post.
Presently, there are 398 listings for .38 Super ammo being shown on http://www.ammoseek.com .
Prices for brass-cased "target" ammo start @ .30 per round and get into the .40-.75 range for various brands of HP and/or "high speed" FMJ ammo.
I get your point about the actual performance of the round, leastways as it relates to most of the available offerings. On the other hand though, there are a few which are advertised as launching bullets in the 124-130 weight range at some 1350-1400+ FPS, which puts it right up there with a .357 Mag being fired from a similar sized revolver.
Of course, the accuracy of advertised velocities is always suspect until proven. Plus, it's a given that accurate or not, they are seldom achievable out of a short-barreled pistol. Either way though, it still seems to me that any of the more serious loadings for the .38 Super are still going to provide quite a bit more thump than can be safely coaxed from a 9MM......which to me, would be the only point to wanting a .38 Super to start with......just sayin'.
DGW