Back in late 90s that level of competitiveness was there, but was relegated to clans / guilds. Algorithmic match play changed all that because casual play no longer allowed regulars to get to know each other. It made casual competitiveness possible and together with popularity / normalization, many things changed.

As an aside I miss the old days, but i also found grinding overwatch and eventually leveling up in my mid 30s (pre kids) to be incredibly enjoyable and rewarding in spite of the unmanaged toxicity. I don't have any competitive gamer friends and the match play i dislike also made it possible to experience something i think i would not otherwise have had access to.