Canva has a bigger TAM than Figma but very few people saw it.

It seems that it’s rather easy to hold pro designer’s preferences in your head and think “yeah there’s a lot of people that would like this” but for Canva the user base is so diverse that you can’t actually hold the distribution of their preferences in your head so it feels like the TAM is tiny and maybe even doesn’t exist. But it does and it’s 5x larger.