The internet is the Great Equalizer for online businesses. When a visitor or shopper comes to your website they get whatever impression you've programmed into your website. A small portion on a server can yield a clean website with simple checkouts and great customer reviews. Businesses just aren't impressive anymore because of square footage or high ceilings. Large corporations get beaten left and right because some garage-based widget seller linked up with a super nerd that comes to work in a storm trooper outfit. That storm trooper just happens to understand great web design. 
What kind of effect does this have? Is it good to give such great power to everyone that designs a great site? This is an extension of the American dream. If you're innovative enough to step outside the box and create something great, rewards should follow. This should inspire innovation and creativity, which history proves is necessary for survival. What are the downsides to stealing business from larger companies? These companies and their large corporate structures offer job security and employment for many individuals. A few at the top get rich and many below can maintain a happy middle class lifestyle. Rules are created and followed. Quality is tested and customers are more likely to receive a consistent experience. If these companies die because the storm trooper gets the best of them, we are left with less secure jobs and a less consistent customer experience. This isn't always the case, but I find it to be so.
Large corporations have a reputation for moving slower because of all the policies and procedures they have to follow. Fortunately they don't typically lose out to the storm trooper. They simply buy the storm trooper and his millennium falcon of a company. The end result is that radical innovation still happens, just through different channels. By buying their innovative competition they remain successful and they just allocate a large portion of the R&D budget to strategic company acquisition. The internet continues to change the face of business and companies will continue to adapt. On thing will always be true..."Adapt or die"
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