But Ferrari matters greatly in the luxury sports car segment. There's no sin in tailoring a business to a small niche.

Heck, I'd say "in the grand scheme of things", if you look at some of the data available (https://petapixel.com/2017/03/03/latest-camera-sales-chart-r...), stand-alone digital cameras "don't matter market-wise" compared to what has replaced them for a lot of people -- smartphones. Not that all stand alone digital cameras will disappear anytime soon (especially in segments like the DSLR market where the lenses can offer advantages for certain pictures), but the general purpose "compact digital camera" is probably doomed.

If that's true then why does everybody know who they are?

Why would there be a correlation here? Ferrari could disappear tomorrow, and it would have zero effect on the automotive market.

On sales? Sure. But the market as a whole? Ferrari is an outsize innovator, both in technology and design. If they disappeared, you'd notice.