For this brand, Categories 12 and 19 are the "suns" of their category ecosystem. Both categories yield high-value customers, as illustrated below. Customers buying from either category tend to reside in the top 40% of the value segments I created.
Smart companies do smart things. They focus on the categories that drive high-value customers, and within those categories they make sure that winners get proper attention and they make sure that new items are properly developed via low-cost / no-cost marketing scenarios.