"kill" is not a good metaphor in tech/markets, because established things and companies actually goes away. "Dethrone" is better, as the newer thing at some poi

"kill" is not a good metaphor in tech/markets, because established things and companies actually goes away. "Dethrone" is better, as the newer thing at some point becomes equal, and then dominant. But the old still exists, potentially staying in terms of absolute market value, but minority in terms of relative market value. During the lifetime of Google: mobile has dethroned PC, video streaming has dethroned TV, SaaS over pay-once software, online advertising over physical, etc. Google has been a force in all of these (and more) - though not alone of course.