&gt; Is there reason for people to enter a market with a single obvious leader though?<p>Were there not search engines before Google? Isn&#x27;t AWS the cloud computing &quot;leader&quot; while Google is trying to break into the space? There is no such thing as an obvious leader, only juicy prey waiting for the next hungry org to eat its lunch.<p>&gt; I got the impression that making peering agreements with people on any sort of scale was a bit of a bear.<p>Hardly. Peering agreements are of similar difficulty level as any vendor negotiation, whether it be with a specific network or an interconnection fabric (IXP).