The marine market is huge compared with planted. Both are growing, but marine exponentially. The gear is cheaper/smaller than ever and the knowledge widespread. Marine is the most desirable form of fishkeeping, and probably always will be. I follow a lot of marine industry leaders and they are driving the aquatics industry as a whole in terms of new technology and ideas.
Goldfish is still an easy revenue generator for retailers, as they're ill-perceived as easy fish for beginners. Sadly this couldn't be further from the truth. Mass market; folk seeing goldfish as disposable ornaments.
Planted is a tough one. Most folk get algae and are put off for life - and Joe Bloggs is still scared witless of CO2 and nutrients. The information is there but it's still not commonplace in retailers - no way near. We're doing our best and it's getting better - slowly but surely.
Most true native species would need a chiller I think - expensive to purchase and run. But you are right, there is much beauty on our own doorstep. I won the 2009 AGA Aquascaping Contest Biotope Category with a stickleback biotope.