+1. However, note that successfully capturing $50M/yr of an underserved market does notify entrenched players that "their" customers are shopping elsewhere for

+1. However, note that successfully capturing $50M/yr of an underserved market does notify entrenched players that "their" customers are shopping elsewhere for an emerging niche. Response will vary. Some may be better equipped or more inclined to directly address the niche than others. The infrastructure required to run a $50M/yr ecommerce business does not make for an attractive acquisition target when the entrenched+scaled company can simply reposition existing products to compete.