In relation to culture and context, services that focus on a specific demographic can in fact be more sustainable than something geared towards all segments. One case in point is the rise of women’s athletic wear. Back then women would have to settle for smaller sized men’s clothing. Now a lot of sports clothing companies have entire product lines dedicated to women. Looking at RSS for women, you can call it a sub-niche, but does address a social need. As RSS, like more innovations, become more ubiquitous, those that address a social or cultural need are bound to succeed long term.