Fairly trivial article which fails to state its primary assumption: it is talking about mass-market FMCG (fast moving consumer goods) which want immediate success. This is why we have tens of varieties of instant coffee but no 'cold concentrate' type liquid coffees.
Claiming that niche consumers are the kiss of death is obviously news to many makers of luxury goods (and companies like Apple who do not cultivate mass markets but end up creating them because the niche users ended up being right).
Claiming that niche consumers are the kiss of death is obviously news to many makers of luxury goods (and companies like Apple who do not cultivate mass markets but end up creating them because the niche users ended up being right).