First, markets do not exist. Yes, chew on that.
Due to oligarchic freedom impregnated in most marketplaces, void of the most rudimentary principles of freedom have become artificially constrained solely by price with value suffering as a consequence. Comfortably ignoring the wider standard deviation or “the long tail” of marketplaces conjoined unlimited supply and unlimited demand could have generated.
Hence, to answer your question, all marketplaces offer tremendous opportunity to deliver the antithesis of their current sub-priming and uniformity: unique selection, value differentiation, and trust as prime opportunities of distinction, to name a few.
Wrap your head around the following consequences of marketplaces that offer some amount of freedom: Amazon sells more books that are not in the top 10,000 than are. The public library lends out more unpopular selection than popular. Travel sites report 70% of sales going to unpopular destinations.
Meaning, when freedom is beginning to get unleashed, the value of our differences appears to be much more important than the value of our commonalities, the latter to which our market-models are currently tuned. One must understand and endorse a plurality of freedom to reap the many glorious rewards at its ever-expanding fringe.