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The World's Best Multiplexer

Lattice CrossLink pASSP Fits Into the Odd Spaces in New Designs

by Jim Turley,EEjournal, May. 17, 2016 – 

"Better to be a big fish in a small pond than a small fish in a big pond."- Anonymous

In biology, it's known as a niche - a narrowly defined set of circumstances wherein a certain specific plant or creature can thrive. Outside of its niche, the beast in question perishes. Within its niche, however, it is king.

Marketers have hijacked the term, of course, and they use it in a vaguely pejorative way to describe limited market opportunities and conditions. A small-potatoes company is known as a "niche player," while a specialized business opportunity is dismissed as a "niche market."

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