You may be right, but, one must:

a) Start the messaging and establish a retorical beachfront on this topic.

b) Start trying to make it economically and socially enticing proposition.

Like any idea, you cannot get the whole market segment, but, first you must start and when you start you start slicing off market niches and segments as appropriate.

Looking at it from a market segmentation perspective, some significant segment is accessible.