Not everyone thinks it is desirable to have "big tech" companies. I see their existence as a failure to balance the market. Heck, as a swede I find Spotify too big, but they are a bunny compared to the big US tech companies.
It's analogous to the Twitter (RIP) vs Mastodon debate. Lots of people declaring that "Mastodon will never be the next Twitter" as if that was something to be desired.
They fail to attract talent and they end up regulating big tech which they are unable to even create.