This is standard practice though in pretty much everything. A new upstart criticises the way it is being done, comes in and changes things, then takes over and

This is standard practice though in pretty much everything. A new upstart criticises the way it is being done, comes in and changes things, then takes over and then slowly becomes the big guy they were fighting against in the first place. There is are reason to criticise what is being done because it's not the best for the consumer, but there is a reason it's done that way because it's good for business. So the upstart takes over by building a better product but soon corporate needs become a bigger priority once the company reaches scale, so it's prioties change.