These folks are trying to advance this niche of the pie

A subtle but proper malaphor, this is a mash up of “carve out a niche” (supplying a product for a particular segment of the market) and “a piece of the pie” (a share of something).  The mind might be visualizing carving a pie and hence the mix up.  Also both expressions concern a focus on a small part of a greater whole.  I think the next time I order dessert I will ask for a niche of pie, and see what reaction I get.  If the waiter quickly writes down the expression I will know the malaphor love is spreading.  A big thanks to Martin Pietrucha for hearing this one and sharing it with malaphor central.