There is motivation to do better - inventors are praised and financially rewarded, and those who successfully apply new tech are too.
Sure, an inventor won’t turn billionaire, but he also won’t run a risk of losing it all trying to apply said invention. Market actually scares many off, it’s not simply a land of opportunities.
There’s much more to company’s popularity than just the product quality.
Google, along with some others, pays money for browser developers to be the default engine - so that people never bother to try something else and actually see how good or bad Google is compared to everything else.
Facebook (Meta) is known for predatory business practices like forcing startups to sell out or have their concept forcefully stolen and them destroyed.
Amazon dominates by plunging the prices of their in-house products below payback to drive the competition into bankruptcy, then acts as a monopoly, driving prices up.
There’s plenty more such examples, but let me stop here for now. Giant corporations have powerful levers that are only available to them as they approach market dominance. And when they get 'em, fair play is over.