[masswerk]

The problem being only that these startups are still acting in the bubble of common beliefs of the field. So these are actually testing the beliefs, not their real-world effectiveness. (Also, at this stage, you have to comply and conform to the delivery networks right from the very beginning with little chance of competing with the big, established ones.)

Edit: Moreover, you had to compete with the paradigm of low effort, high interchangeability and big data. (Meaning: interchangeable code, interchangeable users, interchangeable professionals, interchangeable clients, and lean know-how stack as it's "all in the data". While this adheres to criteria of optimization, it doesn't necessarily mean that it represents an optimum of effectiveness, as well.)