Firewalls have proven to be ineffective and companies are willing to pay for solutions that are more effective. Attackers have also gotten a lot more professional and sophisticated.
There's certainly been plenty of billion dollar security companies been built outside of the firewall space in recent years (FireEye, Varonis, Lifelock, Trusteer, Cloudflare, etc) and there's undoubtedly going to be many more.
Security also has played out in mobile the way you suggested can't happen. Companies like Lookout and BYOD management companies are well on the way to building billion dollar businesses in spaces traditionally controlled by entrenched vendors enabled by the shift to mobile.
(incidentally the security section was written by Scott Weiss who founded IronPort and later ran Cisco's Security Technology Group; so not someone unfamiliar with the security space)