This made me think of "1,000 True Fans". I'm sure there will be more than a few business school case studies written about competition in this era of software development. Even things like niche apps singularly tailored for small skilled trades are seeing competition. AI tooling will definitely allow new/smaller/solo players to clone apps and undercut the legacy players on price more rapidly than before. Some of these very narrow apps are fairly expensive ($100s/month), if replacements of acceptable quality can be produced they will take some market share. This may be death (shrinkage) by a 1000 cuts for some established players.