In my opinion the biggest reason the major players can stay in their pseudo-monopolistic position is due to regulation in personal data. If we added regulation

In my opinion the biggest reason the major players can stay in their pseudo-monopolistic position is due to regulation in personal data. If we added regulation about data collection and storage I suspect we’d see a change. Observe how in areas with stricter data rules there are more competitors (e.g credit card processors, HIPPAA, etc.)