I think you are giving STX more than bit too much credit. They did not "literally" take lacrosse from "ultra niche" to more popular that hockey. How about: STX is a large, long-established, and well respected brand in the lacrosse industry, which has more players than hockey. I'm sure STX tries to build their market and create more players, but that only goes so far.
From name recognition from lacrosse and some previous hockey equipment it seems they could make a decent go of DTC. I don't need any gear at moment, but I but wish them success.