National Cupcake Expansion and Beyond

Despite the five year slow growth prediction of 3.7% reported by IBISWorld, a market research reporting firm, cupcake companies in the U.S. are planning a rapid expansion for national and internal growth. Magnolia Bakery is planning overseas expansion, Georgetown Cupcake recently opened a Soho location with eyes on Boston this year and Crumbs is planning for a 200 store expansion by 2014- up from their current 50.
What do you think of these sweet expansion despite the numbers reported? Do you think there is a way that cupcakes can still have the indulgent appeal while being a bit more health conscious?