The question is what happens to these lifestyle businesses when a VC backed company comes along with a $100MM raise in the space and a free product. Do they survive? Does the team lose their livelihood?
VC money does not fix TAM, be it 100M or 1B. What is does; allows startup to pivot and find other areas of growth (hopefully really fast), which is not easy or guaranteed to work either. Recent examples like WeWork, Zume and many more... I must also add, sometimes not everything that one sees fits in the definition of TAM... by true definition of TAM, AirBnB and UBER would have been a lifestyle business when they were first started....