I guess the problem currently is that the incumbents aren't actually getting replaced. Doing a good job is just a means for a small number of people to make an enormous amount of money while everyone benefits from their quality for perhaps a handful of years before they're bought out to be eaten or destroyed by the existing big players.

There is a problem with competing with big players for more than a few years because they figure out ways to push you out of the market before you can beat them, with only a few exceptions.

That is the problem with the environment which needs to be solved.