@BigKahuna
Well there will always be people that will never touch anything other than GW stuff going so far as to reject everything that is non GW without even trying it, but there are also many players that have started a second or even third game system and some have even left GW games entirely.
So yes GW is and will be the big boy with the most players and the most cash made but you do not need to surpass GW as long as you get enough players and money to live and grow everything is fine and that this is possible was shown by many companies.