This is actually a huge market: Biking outside is dangerous/exposed/has real terrain that may not be amenable for your current intervals etc. It works when you do it for commute/weekend rides, but if you want anything like a training plan, you need an indoor trainer.
Biking also is a rich (wo)man's sport nowadays: There are bikes you can get for $10-15k and many folks (like software engineers) don't bat an eye. Anecdotally, I personally have 5-6 bikes (one is in parts...) and add about 10k miles a year, and I am not even a racer at the lowest categorized level.
NOTE: I don't own a peloton, I have a wahoo kickr. Similar trainer without the social aspects because I didn't care for that.
As more and more people start becoming fitness conscious / want an active hobby - they are going to want a weekday option to keep up the fitness. This is it.
Other companies to look at are Wahoo / Strava / Zwift / Trainer Road / Training Peaks / Flywheel / Soul cycle / sufferlandria and a ton more I am probably missing.