Niche markets can be likened to fish in small ponds, but full of hungry fish, and we are fishing with bait they like.
Mass Market, on the other hand is likened to fishing on a large lake filled with all sortsof fish, big and small. Anglers would expect to get a big fish, but he used a bait that is limited and only a favored few fish only. Competitors may be using large boats andnets.
