It seems to me yes they are niche customers, but also having ever changing tastes in things. Not like early adopters, but will buy a unique product for short time until they find the next unique product they like or get bored and move on.

More like short attention spans more than anything. I mean, how long can someone who's never had diet crystal Pepsi drink until they get bored with it? Or until their friends stop asking them what it is their drinking and hop on the next "cool" product coming to town.