10% sounds a bit high I think the number is closer to 5 based on marketshare.com.  I'll use 7%. Say you come up with a scheme where you can get a penny ($0.01) from every person you contact.  So you contact 1 million people.  You would collect $10,000.  Cool!  Then you find out it doesn't work for 7% of the people.  That means you would lose $700.  Would you focus on how to get a penny and a half (another $5,000) from each, or how to make it work for the lost 7% ($700).

There are lots of things in this world that don't work worth crap for left handed people (8-15% of the population) and lefties are nearly double the percentage of the population that Safari is of its group.  Many times it is just not worth it to chase after a small subset especially if there are options for that subset to join the main population.  It is always hard when you are in a small minority.  I live in Idaho.  Rarely if ever does a presidential candidate talk about Idaho voters as being key.  There just aren't enough of us to worry about.  That is just the way things work.

my 2 cents