Traditionally, lossless music has been a more indie-driven scene, mostly distributed through sites like Bandcamp and Beatport. It's certainly become more commercial today (and Tidal is still a ripoff), but I don't think it's fair to take that out on the medium as a whole. Modern lossy codecs are designed to trick your ears into thinking you're hearing the highest quality audio, not actually delivering it. When you remove that psychoacoustic element, it's an objectively different listening experience: whether or not you notice it though is a different discussion.