ATACS was doomed, it my opinion, in large part because it didn't look like a pattern. A lot of the appeal in camo is the look, to project an image.
-> You see UCP, you think US Army.
Impel (is that the appropriate word? In french we'd say "ça en impose")
-> To most people ERT cops in camo are far more intimidating than in blue uniforms even with the same helmet, same gun, same...
...and for civilians (ie kids wearing woodland shorts at school), just that it looks cool.
All things considered, as stupid as that sounds (but as the UCP debacle kinda proved)... actual camouflaging ability almost secondary... In that purpose ATACS did decent, for all I know (to be honest I did not read the testing papers), but as far as the image it projected, ATACS was a total failure. It doesn't look like a pattern. It looks like dirt.
Of course they tried to go after gov't contracts because it's a lot of money, so they directed their advertising mostly for that market. But IMHO, the only way they could stand a chance was in the hunting market, where effectiveness is (generally) the thing that matters the most.
Of course some SMU could use it as they don't care as much for their public image (except maybe DG, because they're SEALs at heart and they like the attention
) like agencies or military branches do... but you can hardly sustain a product line and pattern printing with only a few hundred ninjas.
Now add this to the above posts (saturated market, bad timing, etc) and there's little room left for success.