It's a project that's being built by and for people that care about it.
You might as well ask "How can my local pick-up basketball team find a niche to make money, like NBA players do? Can we all wear more colorful jerseys so TV stations cover us?" No, that's silly, the point of the pick-up basketball team isn't to make money, it isn't to beat a competitor, like the NBA, for sports coverage, it's to hang out with friends and have fun.
That's what many free software projects are like. And if enough people come to hang out and have fun, it might organically become bigger and better, but if you start making it the point of it, it ruins it. If you tell the pick-up basketball people "No, you can't join, you're not photogenic enough", you won't have friends soon. If you start telling hurd developers "We need to take on MS, stop working on that thing you care about, no one else cares about it", the project will die.