There many different variants of the Ruger 10/22 available directly from Ruger or their resellers. Among these variants the primary variables are stock materials(wood or synthetic), color(walnut, black, camo, etc..), and checkering, barrel length, and blued or stainless as well as several other variables. Countless aftermarket refit kits are also available to convert a 10/22 into anything from a slightly sporterized hunting rifle to scaled down versions of exotic military firearms.
Appeal to Survivalists
The 10/22 is generally considered to be one of the most, perhaps even the most, reliable 22 rifles available. In particular the action of the 10/22 is extremely resilient under extreme conditions when other rifles would fail to function properly.