The tech value proposition is in running these algorithms, often tensorflow at scale cheaply in production. Companies like Google/Facebook/Palantir often have access to very similar supposedly hard to get to datasets, plus a lot more engineering expertise to running these systems at scale.
Why can't they start playing whack-a-mole pumping out vertical products presenting a serious threat to these smaller startups. Maybe it's not worth it for them but there is a fair bit of cash there ?
For example Deepmind with healthcare, and the google jobs API ?