In our current system I see two ways to try to make this reality: 1) economic factors and 2) regulation. 1) will not happen, because the data is worth enough to big players that a small competitor can not compete on the hardware/software/service margins alone. You need to become as big and integrated as the current players to be able to offer similar features and prices. Sure, it is more choice, but the option is just as bad.

2) will not happen due to regulatory capture problems as I already stated. A big player can shoulder the burden of compliance easier than a small shop. Maybe, just maybe, there is hope if anti-trust actions split up the existing big players, but I am not holding my breath.

The third way, one small group of indomitable Gauls^Wnerds still holds out against the invaders, is what we currently have and what offers a little bit of hope to me. But I fear this will never become the norm.