That's already happening, and it's causing further fragmentation, so now companies are investing in "IPaaS" tools to merge their data. Which creates even more non-transferable knowledge. It seems customer and marketing data is a mess because marketers will invest in every shiny new tool that promises "actionable insights" from a mountain of data. As terrible as Salesforce may be, it's not as bad as Salesforce + Segment + Informatica + Looker + Lotame + etc.... But that's the world digital advertising has created. Anything for an extra click.