If a small company could design a credible alternative to Google, I&#x27;m sure it would have been done - the incentives are too great.<p>Entrenched businesses are RARELY displaced from their top position. Instead, what usually happens is the world changes around them, and the entrenched business is ill suited to compete in the new world. Nobody ever managed to seriously challenge Microsoft for desktop&#x2F;laptop OS dominance: <a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Usage_share_of_operating_systems#Desktop_and_laptop_computers" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Usage_share_of_operating_syste...</a>. The issue is that desktop&#x2F;laptop OS dominance is no longer as important as it once was.