The term "niche market" was briefly mentioned during one conversation. One definition of "niche" in the Oxford Advanced Learner's Dictionary is: a small hollow place... Thinking of a niche market as a small hollow can be illuminating. It is after all a few number of people that fall into a "niche" market compared to the mainstream market. People who make up a niche market are most likely those that are thought to be uncultured by people who unquestioningly buy into and accept mainstream markets.
The "niche-ans" are those that feel hollow, hollow from mainstream commodities. Instead they fill their space with materials that have aesthetic value.
The film had many thought provoking moments and I will end with one of them. The father of the male protagonist said that what is most important in life is how you fill your space within your boundaries.