To be able to grow it into something bigger, it has to be small at first.
For it to become popular, it has to be unknown at first.
Before you'll be able to reach everybody, you'd have to be able to reach somebody at first.
One doesn't work without the other.
You have to start small, in order to have a shot at maybe making it bigger some day.
It's really easy to understand.
But so hard to live with...