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The "big players" have been around for quite a while now and there are plenty of smaller hosts doing just nicely. Sure the big boys will continue to eat each other up and grow into faceless giants but there will always be room for small hosts - just because a company is corporate/global doesn't make them any better.
Often when a company grows too big it starts to become more and more distant from it's customers. This is where smaller companies who run a more personal service always fare better. I don't think smaller hosts will have to start cheapening themselves at all, savvy customers go for important issues like service and support before price.
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