Pressure limitations are a factor for sure. The 5mm Remington had a 33k lb operating pressure and that needed a new bolt and action design with more substantial locking lugs to hold it. I am surprised at the popularity of the 17's as well. Those small projectiles are pretty explosive for small game but most guns chambered for them are accurate. Maybe there in lies the success.
I know that developing a new cartridge/gun combination is a big gamble for the manufacturers but it must be worth it. There is a new one ever week it seems like. Some die on the vine and some are a 6.5 CM. You could have won money from me if you were betting on a 6.5mm ANYTHING was going to be a success before it appeared.