I think you're overestimating the impact technical users have on the survival of a business. Word of mouth and technical influence inside SMBs and corporations can only do so much, especially for a business that doesn't have a corporate sales strategy.

> Nearly all of us in the "niche technical audience" are the personal IT support departments of some subset of our family, friends, and their friends.

How has that influence worked out for you so far? By that logic, all our family and friend circles would be running Linux, using OSS, and be more mindful of their privacy. IME my attempts at convincing others to use the tools that I use has mostly been met with lukewarm response, or even arguments in favor of the tools that they already use. Convincing someone to change their computing habits is not just a matter of being considered an expert in the field.

Google Chrome spread because it had the resources and influence of a billion-dollar corporation, and the marketing budget to reach millions of users. Firefox is barely surviving, and most of it is due to its corporate contracts, not because of its technical audience.