Companies can no longer continue to grow through innovating their products or services. Companies are no longer competing in that domain because they have already conquered it completely.
Companies can no longer grow through marketing and branding. Branding is everything and everywhere now, even normal people have personal brands, they have already conquered that domain and most people have grown to disdain marketing and branding so its less effective than ever.
Companies can no longer grow through data collection and advertising. All data is collected, ads are everywhere and they are always listening to everything we say and do. They have already conquered that domain.
Now all that’s left is competition through exploitation. It’s the only way companies can continue to grow. That is the stage of capitalism we are entering.