Yes, better to move further away from the fringes where they have experience and can actually be heard through all the noise. Moving into a crowded, commoditized industry with entrenched players where everybody sells the same shit is definitely a safer bet. Throw in a little rebranding to lose countless years of brand equity and I think we've got a recipe for success!
"The Shack" is also what we Amateur Radio operators call the room or area where we have all out radios. Ironically, Radio Shack was a huge Amateur Radio supplier, but shuttered that portion of their business a few years ago.