I agree that it's being done, but I don't think it's being done by a company paid by clients. If I really really loved Rust, or OCaml, or whatever, joining with

I agree that it's being done, but I don't think it's being done by a company paid by clients. If I really really loved Rust, or OCaml, or whatever, joining with a few people to promote it (by talking about it, writing articles, but also writing high quality libraries and contributing to the ecosystem) would be the logical thing to do. You often hear "I'd love to use $NEW_THING but the ecosystem isn't big enough.". That's something you can start fixing with a few dedicated people. If you really believe in a technology, or really love it, you can try to influence its course and popularity. You can promote it at your job, try it on a greenfield project, etc.