However, none of them compete well on the huge, ubiquitous markets. On dollar basis, most software is produced by the big companies. It costs a certain amount to innovate a new idea. Many software startups are one idea shops. However, the big companies are waiting and watching.
Standards allow many players in a market.
Two things about standards falsify this claim. First standards typically fall into 2 areas. The first are successsful open multiply implemented standards. Email is one of these. The RFCs that define basic email have been implemented in many products and are making money for many companies.