I've in no way surveyed the whole wifi mcu market. But wasn't the "beginnings" of Espressif in the western world that it was a cheap wifi mcu that was at the time very popular in cheap Chinese wifi enabled products.

The DIY market (at least in the west) came later. I still remember reading the hackaday article about them being discovered back in the day - https://hackaday.com/2014/08/26/new-chip-alert-the-esp8266-w... and back then all the documentation was in Chinese.

I remember a ton of cheap Chinese wifi enabled stuff would come with an esp for a good while, until even cheaper wifi chips hit the market.