If you don't like the modern American meal plan, then you can either offer an alternative or complain about it on the interwebz. If you plan to so something about it, then there will, in fact, be a niche market there for you. There are lots of family owned 'healthy' alternatives, and even some multinational companies (think Subway, for the obvious example).
I see dressage as a niche market. It's not for everyone. There are easier, cheaper options available, but some people find it worth the time, effort and expense.
I'll use myself for example. I teach dressage lessons. I train and show my own horses on the side, albeit not at FEI... yet. My students have goals to show in the discipline off dressage (or use dressage basics to improve their open show horses). I have no real use or reason to introduce 'natural horsemanship' to my teaching profile.
I do not teach lessons on basic ground work.. which doesn't mean that I cant or don't expect my own horses to have impeccable manners. My three are wonderful on the ground (and I didn't need to sell part of my soul for the new Edition Box Set and Veggie Stick).
I feel that if you cannot control your horse on the ground, you should work with a trainer who works with beginners... And that is not me. By that same token, I am not their dietitian, personal fitness trainer or barn manager (even though I do all of those things for myself). My niche is riders who are advanced enough to develop the feel and timing required to ride and train dressage horses. Ironically enough, the dressage horses (and riders) that I work with are some of the best behaved horses in area, so I really don't see the point in asking them to waste my time, their time and their money to clunk their sweet horses in the chin to prove that they are capable of playing some inane games.
Dressage is like the Calculus class of horse sports. 'Natural Horsemanship' is the remedial math for those who don't understand the basic concepts of reading a horse. Lots of people need remedial math. However, I'm seeing Linda Parelli ace her remedial math test and is now running around telling people that she's a Calculus Professor, so to speak. That's the real issue that I have with the NH version of dressage.