If they can't beat Bitcoin, they should instead join. not sure where this strategy came from but yeah. don't be surprise if you once again see those name in the bitcoin business.
Bitcoin is proving to be extremely strong, practically "immune to death". If you look at Bitcoin Obituaries, people among the most influential and powerful in the world (let JPMorgan CEO be one example) have been unsuccessfully trying to bring it down. Even Hearn tried to destroy it and, despite all the incredibly negative promotion worldwide, Bitcoin's price went down a little only to (slowly) get back. If not even one of its creators was able to kill it, who will?
Another altcoin might slow it down but not actually kill it. Someday one of the altcoins will emerge as a better payment option and take away the throne from bitcoin as the top crypto out there.
It already exist as far as I know. Monero has it all, it just don't get to attract more users and isn't used by a lot of us.