I feel like you could say the same thing about Twilio, or AWS, or Stripe. I think there's proven to constantly be a huge market for companies that do the dirty

I feel like you could say the same thing about Twilio, or AWS, or Stripe. I think there's proven to constantly be a huge market for companies that do the dirty work that everyone knows they could do, but don't have the time or expertise to do. If they can stay ahead of the curve on having best in class api-ification of the underlying tech, even if they develop competitors with similar quality, they have the momentum of being the brand name now.