expensive .380's

[kt]

lately i am seeing more and more ads for .380 auto that are no smaller than todays pocket 9mm or 40's hold no more rounds and cost ups of $475. i am having trouble seeing the niche for them. perhaps for women the recoil is more manageable. beyond that i thought this was a trend that died in the 90's. certainly for the money of the sw bodyguard or the new sig we can find a better carry option right?
kt