What unaddressed problems do you think they should be solving? All in all, the consumer web is a pretty over-served market. I don't see a problem with there being ~5 serious competitors in a big, fresh problem area.
2. ^What real problem does a company like Color solve? Is there one?
3. Maybe the problem is that startups are targeting consumers? B2B has a way of culling the herd: if you don't solve a problem, no one buys your product.