And I think you're naive if you think that giants stand alone. They don't. They stand on the shoulders of the little people. Without restaurant finders, giants waste time trying to find a restaurant, instead of doing whatever world-improving they do.
It's a cumulative thing, and without all the little niceties, the important stuff doesn't get done.
Don't knock the little people. They're helping, too.
Giants, in my experience, don't spend a lot of time dithering about which restaurant to go to, organizing the photos on their hard drives, etc.
The "giant's" primary school teacher, sure. The guy that funded his first crackpot-sounding business. His admin assistant, etc. That forgotten 5th employee who wrote half the code... or all those other companies that the "giant" first bought and sold stuff to/from. But no - not generally a bunch of random 'lifestyle' startup guys peddling restaurant finders and photo organizers and casual games.
It's a cumulative thing, and without all the little niceties, the important stuff doesn't get done.
Don't knock the little people. They're helping, too.