The real trick that made Google possible, and the following web 2.0 era startups, was that linux and commodity hardware was all that was needed at the time so engineers could strike out on their own. Comparing it to the current ML era where you need many millions of dollars of data and many millions of dollars of hardware to compete, the guys that wrote the transformers paper are stuck in bigcorp and aren't going to be the next Larry and Sergey. OpenAI might be one of the few new big companies but it's run by a VC/CEO, not the engineers that figured the stuff out, and he had to sell half the company to Microsoft anyway.