Who would invest in building a company to compete in this market? It's limited in size, has deeply entrenched competition, and technological progress hasn't un

Who would invest in building a company to compete in this market? It's limited in size, has deeply entrenched competition, and technological progress hasn't unlocked an obvious improvement or efficiency that can be capitalized on. Best case, this startup gets bought out by a larger competitor. Worst case, they get crushed by it. Oligopolies going to oligopoly.