The rich, the lazy, the busy, the ignorant, and the vain

Done well, market segmentation can do so much.
It can uncover entirely new markets (see Blue Ocean Strategy), provide new ways
of serving existing markets and rejuvenate entire categories and industries (remember Swatch watches?), out-maneuver
competitors (Nike segments the market into very small niches so competitors are
contained), and offer segment developers first-rights to the new market