If you think about it, though none of these except Shadow are "small players naively competing with big business", it still kind of demonstrates the point. Google starts something that is ostensibly a good idea, demonstrates that there is some market, but flops the execution. I don't know what'll happen to Stadia, I'm hesitant to dismiss it just because "lol Google made another thing, surely they'll kill it in a year", but just skimming the news it does seem it'll go the way of Allo and Hangouts and Reader (And G+ ironically)...