In the past few years marketing companies have looked at various groups within the population, the disability pound, the black pound etc,. They did this in the States a few years back because companies were looking into the customer demographics and certain groups were vastly underrepresented in the sales. So a lot of it is about money. For the ladies the black cosmetic and hair industry in the UK is estimated to be worth £2.7 billion but literally none of the mainstream companies had targeted any products in this market. That's only one sector. Its all about money and who has it that we the companies haven't targeted. It made a difference in the USA for companies who went in that direction. And the saying is what the USA do we will follow.