Personally the lack of mainstream tactically marketed components. The use of parts such as weaver gas blocks and smooth FF Forends, the non-colt spec collapsible stocks etc. keep me from wanting to buy one.
If they were built with my market in mind I would probably be interested in uppers or components. No dig on Armalite, they build quality rifles and seem to market toward the civilian/sport/hunting crowd staying toward the middle of the road as far as Ar's go.
Would like to see shorter Stainless match grade barrels with Larue gas blocks, AR10's with medium [like .75 or .80 under the handguards] contour 20inch barrels, RAS's and collapsible stocks, etc. As it is I look at $1800 Ar10s and realize I'ld be swapping half the parts and the price I'ld be comming out at isn't reasonable.
Other obvious stuff hurts business a little like a buddy of mine was interested in using an Armalite action for a .338 build but realized it wasn't offered in a left hand model. [The AR50 is offered in left hand but as far as I can see not the 30. ] I would like to eventually buy an AR30 if it can feed and fire the Rem 338 ultra mag and attempt to mill and fit an Accuracy international AICS to the action. An ABS barrel, and suppressor, US Optics or other scope and it would be complete; but it will be a while before I have money and time to attempt to tackle that. {approx $5000-$6000 or more}