I'm not sure "untapped" is the right word. Perhaps "abandoned"? I mean Apple owned this market until it closed shop in the middle of the night and left for 4.7 and 5.5ville. Now it's eating its chips and admitting it screwed up screwing over its 4" faithful.
Personally I've moved on and have grown accustom to the 4.7". But I'm not sure why anyone is grousing that another size option will be available. More sizes = more happy customers = continued high industry support for all of iOS. How is that a bad thing?
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It's not an obsession it's a necessity. Where else are we going to put it if we aren't wearing a coat or jacket? That is my preferred holding area. Going to work we can put it in our briefcase or backpack but that is one event. But most men (at least in the U.S) do not tote a bag outside work -- for reference watch: the infamous "man purse" Friends episode.