If this global replicated architecture is now a nice, polished, improving hosting product - how come so many well-funded global brands don't appear to benefit f

If this global replicated architecture is now a nice, polished, improving hosting product - how come so many well-funded global brands don't appear to benefit from an architecture like it? Like Airbnb taking many seconds to load many parts of their app from the UK, or business apps like Xero which respond tens of times slower than a local app from 30 years ago. Surely these are the sorts of companies which should be on top of global hosting, now that a hosting firm can box and sell it?