What's fascinating is how long it took for this generation of giants for people to realise it's just the same big enterprise world again, just more shiny. Maybe it's because they revolutionised corporate marketing: Google was a symbol for my generation, a fun tech oriented company completely in rupture with what was before (i.e. wear a suit in a cubicle). The cycle is also complete with "modern" tech stacks starting to feel like enterprise framework at the time like JBoss/Hibernate/...