Both are possible.  Both may happen.

That will just be the beginning.

I do not care who buys, or even if they buy, but I will say that fortunes are made by the bold, and those with the vision to see the outcome before it happens.  Though no guarantees can ever be made, positioning in advance, based on known, and documented test results, the size of the market, and the changing global mood, it would not be considered imprudent to do so.