AR seems to be a new medium, and new media are generally broadly used. Video, for example, is not owned by Youtube: there's vimeo, dailymotion, hotstar/netflix/amazon prime video/itunes video, the porn sites, videos on various corporate sites, videos embedded in Amazon product pages, etc.

Likewise, all of AR doesn't need the kind of information only a few companies have. Think of assembling something at home, like furniture. Or a car mechanic. Or astronaut. Or soldiers. Different companies may control relevant data sets in different domains, and some may not even be data-intensive like furniture assembly.