Okay, I'm not sure if it's me or maybe I'm wrong or maybe everyone else is wrong, but the word niche I keep hearing people saying niche and I really think it's niche. So correct me if I'm wrong, please comment. I want to understand why people keep saying niche. I'm watching Neil Patel on YouTube and he's saying niche. I don't get it. I don't think it's right. Somebody out there, correct me if I'm wrong.