When you trying to build your own business, everyone who supports you will try and drag you off your target audience. We have to resist!
Seth's Blog: When your marketplace shifts, 2016-Dec by Seth Godin
The marketplace disruption puts huge pressure on any merchant who merely created a commodity. This means vineyards, graphic designers, photographers, etc.
When you see it coming, there are only two choices:
Run like hell to a new market, or,
Move up, faster and more boldly than anyone thinks is rational.