I've heard the same but haven't seen anything I would classify as reliable research. But, anecdotally, the number of sub ohm, high airflow tanks and coils that keep coming out belies this. Hardly a week goes by without some "new" multi-coil sub-ohm tank being released. If the market research actually showed that sub ohm vapers were the minority, I do believe the vendors would respond.
From a supplier stand point, it is the way to go, since it increases use of the consumables (juice, coils, wick, etc).