What you're really seeing is not that there is a winner takes all, rather every product is being turned into such a unique experience that there can only be one.
Lets go back to 19th century. You received grain which could have been produced by any farmer. Yes there was different quality of grains and you judged every grain you bought based on it's individual quality, but at the end of the day, there were thousands of farmers providing you with grain.
In 20th century when 'branding' arrived, then although there were different kinds of products, at the end of the day once you chose Pepsi, you stuck with it, if you chose Wonder bread, then that's mostly what you ate. In many ways, Pepsi had a monopoly in providing Pepsi cola drink and Wonder bread had a monopoly in providing Wonder bread.
In 21st century, the experience would even more extremely brandized. We have seen this with Apple computers. When you buy a Macbook, you automatically buy the different hardware devices Apple chose for you, and many people are completely ok with (in fact love) this echosystem. If you don't like it, then you go ahead and buy yourself an Android phone and a PC.