I assume each will own their own little niches. A decentralized world isn't necessarily a winner-take-all world like we've seen with centralization and network effects.
Here, the network effect is the Ethereum VM.
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"VM" meaning "Virtual Market"? There are many other blockchains on which to could dApps. I think Ethereum will be eventually have to occupy a similar niche to these three companies as the demand for ETH becomes greater, and greater.
I totally agree with your comment though. I would also be willing to bet that they each share a different part of the market.