What do you mean by "small players have no chance"? OpenAI was founded in 2015, it used to be a "small player" which just got things right and grew with it - we're not talking of Google or Facebook investing a chunk of their billions cash. In Germany, AlephAlpha has built their own supercomputer and are training similar sized models. It's expensive for sure, but well in the possibilities of startups. In France researchers trained the similarly sized BLOOM model https://huggingface.co/bigscience/bloom. They claim it cost between $2 and $4 millions.

Sure, a single researcher can't replicate this at their university, but even though OpenAI likes to publish it this way, we're not really talking about research here. Research was inventing the transformer architecture, this is just making it bigger by (very smart) engineering choices. It's something companies should do (and are doing), not researchers.