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IMHO there are no "boring" industries. For example SEO is boring for 99,99% of the population while some of us get up excited in the morning and their eyes glow when they see the magic acronym SEO. What's boring for me doesn't have to be for another audience. Most industries just fail at content creation, that's why they are boring.
You're right, but I don't think that applies to every industry. Most b2b industries are boring to 99% of people but there are always some people from in or around that industry that find it interesting. A lot of consumer industries aren't like that though. Water coolers probably have more customers that caving equipment, but water cooler customers aren't interested in water coolers in the same way.
I agree with Tad above. Additionally, marketing is about getting attention. It may be more difficult to compose content on 'water coolers,' but a marketing campaign can be more about the brand and associated personalities and less about the exact service/product. Ex. There's a personality I follow on Twitter- all their tweets are 'mindfu*ks' and 'witty humor.' Does it have anything to do with used novelties? (what they sell) - no, but the handle has a lot of followers and gets peoples' attention. Another example: check the Twitter handle of the Cadbury UK brand. Chocolate eggs? Tasty but not an intriguing topic. Check how the handle engages followers..