No doubt, but I've done this a few times now with a few different businesses that are still going several years later, so I'll take my chances. :-) But serious

No doubt, but I've done this a few times now with a few different businesses that are still going several years later, so I'll take my chances. :-) But seriously, there seems to be this almost universal assumption that if a market is worth serving in business, there will always be competition. That makes little sense to me, because if the modern online world has taught us anything, surely it is that our societies are incomprehensibly diverse and have countless niche interests and small communities within them. Those in turn create countless business opportunities, as long as you admit the possibility of smaller businesses that serve such markets in some useful and commercially viable way yet have no hope or ambition to become the next unicorn. The most profitable things I've worked on typically weren't in that category, but most of the best-received things I've ever worked on were. But sometimes that sort of market is only big enough for one player to really do well, or maybe there's only one player willing and able to invest in setting something up to cater to that particular market anyway.