Part of why it's niche is they basically abandoned that line of business. Remember that they even tried to spin it off into its own separate company, and only

Part of why it's niche is they basically abandoned that line of business. Remember that they even tried to spin it off into its own separate company, and only changed their minds after a huge backlash. Many companies fail to adapt and stick with old business models. Netflix did the exact opposite and took their dvd business behind the barn and shot it in the head.