Proper risk management is serious business. "Risk" "management" in smaller businesses may just be pretended. This illusion will cost some time, focus and money to keep up. I believe that's the market referred to.

A lot of things in small companies are pretended, which I think was grandparent's point.

HR, benefits, invoicing, inventory tracking, project tracking, etc etc

And the fact that there are business providing most of those testify to how good of an idea it is (and how crappy the existing MBA-Sales enterprise solutions are).