But what if I want a faster horse?

For any given thing or category of thing, a tiny minority of the human population will be enthusiasts of that thing, but those enthusiasts will have an outsize effect in determining everyone else's taste for that thing. For example, very few people have any real interest in driving a car at 200 MPH, but Ferraris, Lamborghinis and Porsches are widely understood as desirable cars, because the people who are into cars like those marques.

If you're designing a consumer-oriented web service like Netflix or Spotify or Instagram, you will probably add in some user analytics service, and use the insights from that analysis to inform future development. However, that analysis will aggregate its results over all your users, and won't pick out the enthusiasts, who will shape discourse and public opinion about your service. Consequently, your results will be dominated by people who don't really have an opinion, and just take whatever they're given.

Think about web browsers. The first popular browser was Netscape Navigator; then, Internet Explorer came onto the scene. Mozilla Firefox clawed back a fair chunk of market share, and then Google Chrome came along and ate everyone's lunch. In all of these changes, most of the userbase didn't really care what browser they were using: the change was driven by enthusiasts recommending the latest and greatest to their less-technically-inclined friends and family.

So if you develop your product by following your analytics, you'll inevitably converge on something that just shoves content into the faces of an indiscriminating userbase, because that's what the median user of any given service wants. (This isn't to say that most people are tasteless blobs; I think everyone is a connoisseur of something, it's just that for any given individual, that something probably isn't your product.) But who knows - maybe that really is the most profitable way to run a tech business.

> Ferraris, Lamborghinis and Porsches

For street usage, I think those cars are popular because they’re beautiful more than because they’re fast (or because enthusiasts like them).

My utterly soulless Lexus will drive more than fast enough to get me in serious trouble. No one will look at it and feel stirred by its beauty, whereas the typical Ferrari or Porsche coupe will look at least appealing to most and beautiful to many, even those who can’t tell the three marques apart or even unaided recall the name Lamborghini.

That doesn’t explain why japanese manufacturers who used to make sports cars in the 90s don’t anymore.

It’s a mixture of enthusiasm and conspicuous consumption. Most enthusiasts love 90s japanese cars, but the average person sees an old mazda and recoils.

But put an old ferrari in front of anyone and they have a completely different reaction.

Miata, BRZ, Nissan Z, and GT-R? Toyota's GR86 is BRZ derived but still counts, though their Supra is a BMW. Honda's closest thing is the Civic Type R, but they're bringing back the Prelude soon. Mitsubishi are the odd one out, all they have is an SUV recycling the Eclipse's name.

There's no million dollar Japanese supercars competing against Lamborghinis and McLarens, but I wouldn't say they stopped making sports cars.