It will go into the giants, for whom the zero interest rate regime provided exactly the right conditions to monopolize by buying up their competitors. Things will only get more extreme in this regard until we accept that change is beneficial and let the giants.<p>The article provides no clear metric for success, just impressions based on brand success. Things are not so rosy for its darlings as it implies. A price to earnings ratio of 70+ is quite a risk, no matter how sure it seems that such a company becomes a permanent monopoly. I feel that the low (now negative!) interest rates offered by central banks are fueling a huge bubble in the valuation of these companies.