It was a marketing-supplier program and design. The "contest" was set up by the promotions supplier as a marketing & advertising event, as the add-ons were already being purchased and assembled by Ruger in 2013. They collected up a heckuva lot of customer information for future use. As to sales, apparently they still have backstock so they'll probably show up as a "distributor exclusive" as soon as Ruger tires of paying for the inventory, and a distributor picks up the remaining stock.
Everything about the contest gun (sights, rail, stock, brake) is available from Ruger to build your own on any receiver.