I am a designer whose main marketing strategy is multi browser compatibility. I assure my clients that the site will work even in IE6 (!).
Of late i have been pondering
As a last resort you could use Chrome Frame: http://code.google.com/chrome/chromeframe/
As for "a major player in terms of market share", that really depends on your audience. Even Microsoft is marketing its new IE versions rather aggressively. And I don't think there's shame in charging your IE 6 users an extra plugin installation fee. After all, their browser is 10 years old, which is about 100 Internet years, isn't it?