True believers NEED to have preferences that differ from the mainstream--the reward for being a true believer is a sense of superiority, because one has higher standards, or a more acute and discriminating eye, ear, nose, or palate, or greater insider knowledge--whatever it takes to establish superiority. Companies have made good money catering to true believers, as long as they recognize that they are selling low-volome, high-margin products to the precious few. Sometimes that cachet that comes with success at the high end can be used to build success with differently-branded products, lower-priced and less "excluding" in their design, sold to the broader market. To do this, however, a company needs to avoid being too seduced by the attentions of the true believers, who would rather that they NOT "pander to the masses."