Consider the category of 'without apology'
A cop with a Surefire flashlight doesn't have to say to her partner, "I'm sorry my flashlight isn't so bright." It's made without compromise for people who won't compromise.
There are high margins in the business of high-end flatware, for people who don't want to apologize for the lack of an asparagus fork when they have fancy company over.
One of the most vibrant segments of the stereo business is the category of products that are ridiculously expensive (and really good).
Where's the cell phone headset that will appeal to people who don't want to apologize for the quality of their cell phone connection?
People will go out of their way to buy and recommend products that don't require an apology.