I dont see the use of the word "Heritage" commercially. Just the nature of people nowadays, they want whats new and different and "rare". Essentially, the breeds that seem to comprise the "Heritage" list really dont fit into that catagory (well, rare maybe). I think its like anything else, old books, old movies, history; the interest in those things seem to be less and less, unless you are really a historian, or...ahem....a little older. I love old books, and have a library full of old horse racing books and magazines, some from the early 1900's, that are just priceless to me. But most people have no interest in that; the interest nowadays is in Iphones, Ipods, I-this and I-that, video games, crap like that, of which I have none of (well, I was just gifted an Ipod so I can listen to music at work). Point being, Im not so sure the "fast buck" people are into the true heritage breeds. First it was the marans, which are now as common as commercial barred rocks, and look whats happened to them. Next it seems to be Coronation Sussex, because its new and "rare", and probably that will lessen. Also the color "lavender" is a new buzzword, and Im seeing the breeding of lavender breeds starting to go into the toilet from people who dont know how to cultivate it.
So actually Im hoping using the word "Heritage" wont scare people away, but will interest people who are interested in how life used to be, and get more people interested in preserving these breeds, not just because we dont want to lose these breeds, but because they are actually great breeds for the home and farm.