That's fair enough but I think you're underestimating the forum. I've put people off products and likewise put people onto products based on reviews that people have done on here. At the end of the day cricketers talk kit a lot of the time - it's like watching those green aliens in toy story everytime a new bat comes out in a club changing room (ooooooooh! Shiny!). The forum has gone international with our eastern, antipodean and U.S. friends. I'm not saying we've got major impact but I think we count for more than 1%.
We've looked at the participation rates in the UK. We have 3,500 members and typically have 14,000 "users" according to Google Analytics. The ECB in 2013 registered 908,000 adult participants in recreational cricket. To achieve one percent of that we would have to touch 9,000 people in the UK alone, so while we may touch the equivalent of 2% of the cricket playing population in the UK, we are nowhere near 1% worldwide (given the numbers in India, which is where the sales growth and cost dynamics will play the biggest part). This ECB study also doesn't include under-18s, which all have to wear a helmet.
And on the topic of helmets, at the level of recreational league cricket I play, only the first team all wear a helmet to bat. Every other team has a roughly 40:60 split. Given there are four teams in the club and 2.4 of them are not wearing helmets - and probably don't even own one - it does beg the question of the market size in the UK. If we apply that ratio to the UK participation rate, 60% of the adult players are wearing a helmet, and that is a market of 545,000 people. You can guarantee they don't all own one or want to replace the existing Masuri/Albion that has served them well.