This audience researches obsessively, upgrades frequently, responds to peer recommendation over advertising, and photographs its purchases publicly. That last habit is free marketing for whoever sold them the parts. Setup became a noun with its own culture. Desk setups, battlestations, studio setups, streaming rigs. Communities built entirely around photographing and discussing them run to millions of members and drive real purchasing of monitors, desks, lighting, keyboards, chairs and cable management.

Gear holds value, turnover is high as people upgrade, and the existing marketplaces are either general-purpose or too narrow. Used equipment is the most interesting business under this name. The category itself has an unusually informed customer base. Cameras, lenses, lighting, audio, gimbals, drones and the accessories multiplying around them, bought by people who research obsessively and spend heavily. Video is the right half to lead with commercially. It’s mainstream rather than specialist now, and the number of people buying equipment to make video considerably exceeds those buying for stills alone.

Ask a working shooter what they spent money on last year and they’ll answer in a specific dialect. Not “imaging equipment”. A lens, a light, a cage, a recorder, a bag. All of it, collectively, is gear. Retailers who use that word are read as part of the community. Retailers who say “products” are read as a warehouse. The distinction sounds cosmetic and it decides who gets trusted with a four-figure purchase.