Pressure to squeeze out profits continously until there’s nothing but a husk left.
How would smaller companies do better?
For every gmail, how many independent email providers do you think exist out there?
Why would you choose to not pay for the big tech products and then pay for a smaller version?
Smaller companies and ISVs, on the other hand, will be better off if their market is commoditized. They won't have to spend so much to compete in R&D, they just need to find each the best way to serve their (comparatively) small customer base.