[birdyrooster]

You can only punch so far above your weight before reality comes crashing in. On the flip-side, if you are a huge company, this new market might not be worth the distraction (amongst your existing priorities). But if you are just the right size, with the correct competencies, gaining traction in the market will not only be attractive but will be something the company is actually capable of achieving. Of course companies grow and shrink in their capacity, so that is the luck of the timing.