My take: Picking a business to patronize in my locality or region of residence is not because of popularity, but because of convenience and utility.
*What is your take on the matter?
Should you enter the business, which you should, you have some leverage.
Especially our time has shown that 2 businesses dealing a similar product, ones defaults and the other enters the stock market.
The reason is drive, lean admin, creating opportunities and let participate your best people.
Having an idea and make it work is a very nice accomplishment.