Simple answer to a drepressing reality is to say “fuck it”. Build it anyway. If you build it they will come. When Amazon was getting started selling books online - barnes and noble was pretty scary big who would trust paying for something like a book online?? The reality of software is the playing field is always up for grabs. Googles still a great company but how many great engineers are still there? Lot of them have left- still many remain . End rant