I'm pretty sure SIG is going to "miss this boat" all the way to the bank.
One thing I've noticed about SIG lately is they are putting emphasis on shootability. They may not have the last word on every last spec but you will get a high quality piece that is arguably the most shootable in its class. This is true of the P238. It has great sights, no recoil, is very accurate and comes in lots of variations including lasers. But as has been said, the Seecamp is indeed smaller and will fit in some small back pockets the SIG won't. However, this SIG .380 is a 25 yard gun and the Seecamp .380 is a 5 yard gun. Personally, I do worry about that felon or terrorist that is 10 yards away and I like the confidence knowing I can put one in his head if I have to.
It all depends on how you define "ultimate" and "carry".