A good model will be to start working on a new startup with a competing product as soon as google launches something. In couple of years when they shut down, provide migration paths. Swim in $$$.
I wonder about the damage Google does to any potential start ups in a field. How much buzz can you get when everyone’s first thought is “how could this be any good? Google already tried that and failed...”
For eg. Allo was considered a failure because it had 'only' 10 million DAU in first 8 months. For a startup that would be like hitting a jackpot.