It's a relatively new, recently uncovered marketing model that was driving the greatest website on the planet- amazon.com and iTunes and the rest of the media and entertainment industry. The number of non hits can really outnumber the hits and blockbusters. People are wandering further down the beaten path and discovering that they actually are unique individuals with unique, individual taste that may not be 'POPular' choice or driven by HITS. So they buy what they like and the market presents itself into thousands of little niches that translate to hundreds of thousands in sales.
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