People have very limited notions of what a business is. At its core, a business is just a project or activity that's capable of sustaining itself financially. That's it. There are no other requirements.
There are some super creative businesses out there, with an unimaginable number of possibilities still unexplored. The Internet has made this even more extreme. By connecting everyone on Earth to everyone else, it's made extremely specific niche businesses quite viable. If only 3 in 100,000 people are Japanese candy aficionados, then most cities aren't big enough to start a business around that. But on the Internet that business can exist, because 3 out of every 100k in a pool of billions is a LOT of people.
TL;DR - Most people are perfectly capable of creating a business that suits them.
There are some super creative businesses out there, with an unimaginable number of possibilities still unexplored. The Internet has made this even more extreme. By connecting everyone on Earth to everyone else, it's made extremely specific niche businesses quite viable. If only 3 in 100,000 people are Japanese candy aficionados, then most cities aren't big enough to start a business around that. But on the Internet that business can exist, because 3 out of every 100k in a pool of billions is a LOT of people.
TL;DR - Most people are perfectly capable of creating a business that suits them.