I agree, but I do not like the idea of a "Niche" cos that is too simplistic approach to marketing and how you define what you are doing. I'd prefer to think about having a "Monopoly" on something specific, solving a specific problem and having a mantra that helps define what it is you do, so that way you do not get stuck in your ways as the world moves and progresses on, as well as when new disruptive technology enters the marketplace.