Yes, it's a little niche market-ish. I certainly would not have read it myself if my father had not written it and given me a copy
But he is hooked up with a major media company and has the creds, so he probably has exploited this niche as much as any person could reasonably expect to. But his point was that for non-fiction, he seems to think the real money is not so much in selling copies of the book itself, and I found that an interesting outlook.
I do hope to eventually shop around some fiction, but there are some non-fiction topics dear to my heart that I have been thinking about putting up for free on Smashwords. I do believe that books benefit from editors and would go the 'indie press' route with fiction if I get that far. But for some of my non-fiction, I think I would just want the information out there because I think it would benefit people and I am passionate about the topic, so I would probably just release it for free.