I agree that an incumbent is very hard to be beaten head-on. Examples: Google on search. Microsoft on OS or Office. Over time monopolistic players start to be

I agree that an incumbent is very hard to be beaten head-on. Examples: Google on search. Microsoft on OS or Office. Over time monopolistic players start to be everything for everybody. This may be just fine but in addition to that they promote bloat at the expense of their main product's usability. That's when new players emerge.