Yup, it used to be a hobbyist store. But, then they realized there was quick money to be made mainstreaming. That works until the fickle crowds find another shiny bauble.
There's a term for this often failing business model that escapes me. But, it happens to niche TV channels a lot. They get excited when they see the ratings the one night they play "Die Hard" then decide to move that way full time. Then, their core audience abandons them. Then they find out they're swimming in large ocean filled with bigger, faster fish.