I'm of the impression that the Internet (and technology in general) has lowered the barrier of entry for new businesses in ways never before scene. If the Internet is "ruled by the giants" I'd like to understand what they do to stop me from starting my own business.
The internet has definitely lowered the barrier to entry. My website runs on cloud infrastructure, and I pay based on the traffic I'm getting. This makes it easy to start with low operating costs. I was referring to the marketing aspect. However, I don't think it's a result of a fundamental shift, as much as it is maturation. When the internet was new, every website was on an even playing field. Now, people have developed preferences and biases for websites. It's difficult to break those preferences, and change someone's browsing habits.
If the Internet is "ruled by the giants" I'd like to understand what they do to stop me from starting my own business.
the same thing the Giants always do, they leverage their buying power and price you out of the market. Wanto open and online retail space? It better be very niche or Amazon will squash you.