I would say its Google - its very similar to what happened to ISVs in the 90s - if they were too close to the horizontal stuff MS did, they were steamrolled. to

I would say its Google - its very similar to what happened to ISVs in the 90s - if they were too close to the horizontal stuff MS did, they were steamrolled. today, its similar with startups and google - if what you do is too close - you will either be steamrolled or acquired (if you are lucky).