[webwright]

"It's a problem 99.9% of people don't have now, but could have at any time."

You, sir, have aptly described the difference between vitamins and painkillers. Tylenol (one painkiller) is bigger than the entire vitamin industry. The whole industry.

That aside, in the "vitamin" world, I think success is based on how likely you are to have that problem. Everyone knows someone who's gotten in a car wreck. Everyone knows someone who has had a hard drive crash. How many people have had Flickr accidentally wipe their photos? If you're selling risk mitigation, it's gotta be pretty risky.