Go Big, Go Niche or Go Home.
The choice is up to you, to be either very special at the edge and find your niche. You have to live with many slightly disappointed and lack of understanding. And at the same time a small group of insanely grateful customers. You just need to reach critical mass.
Or you can direct your arrows to the large center. Many slightly satisfied customers, that understand an accept your product. And at the same time a small group of insanely disappointed people. Your product doesn’t meet standards for quality, happiness
I would want to be Milk bar.
It’s only a few (like Apple, Paypal and CLIF BAR) that find a gigantesque niche. Keep this in mind: The niche wasn’t huge when they started off.