Niche. The market - pretty much any market these days - is splintered into niche. The TV market is a good case in point. You can get a channel devoted to cooking with woks, a channel that only shows documentaries on duck hunting, one on DIY house repair, etc. I think the proliferation and speed of communication these days automatically translates into numerous niches - ie., consumers can make their voices/tastes known in the public arena, and, subsequently, be focused and grouped by marketers.