You may like something, and you may indeed think that a lot of people like it as well, however marketers can't afford to generalise in such a way.
Time and time again we are exposed to marketing campaigns that capture mass markets such as Coca Cola ads whose target is indeed batched niches - how does this fit into small business environments? We need to look at the target market, intended message, the connection and the monitoring of implementation.
When small businesses, bloggers, writers, musicians, artists etc create a message (product) and try their best to market it to their entire connection base, it often simply irritates the majority of people, yet they still choose to implement such practice. This ends up being influential because of the negative publicity involved in the carried message, which indeed creates an ROI from otherwise wasted audiences. Although it isn't the preferred approach to effective promotional marketing, it is highly used and seems to create an important opening for marketers; attention.
The mistake lies in the misdirection that somehow, out of pure attention, businesses will be more effective than another business who would have invested R&D into identifying their target market. To go a step further, once the business has identified the market, it then comes to how they interact with the market and whether the product is suitable for the demands of consumers within that segmented niche.
It must be clear: if you are marketing a product to anyone, you will get any sort of response. If you are marketing a product to someone, then your response will be some one of many.
Invest in the right people, the right place and the space which will give you the ROI that you are looking for, not simply the attention.