Um. I hate to be negative. The concept of amazon, apple, microsoft or google being dethroned by crypto alt products seems unlikely if not impossible.
Start with microsoft whose flagship product is windows operating system. Try to imagine a scenario where Windows 10 is made obsolete by an operating system based on blockchain. Its not a scenario which easily fits into the fabric of the space time continuum.
Try apple next. How likely are ipads, iphones, macs or other apple products to be replaced by hardware or software utilizing a blockchain? Eh. Probably. Never.
If you want a scenario where bitcoin or crypto might thrive, it might be better to look at the limitations of fiat money or banks as institutions--things that actually do compete with bitcoin/crypto for market share, if to an extremely limited degree.
Well, the author compared oil companies with software companies, showing how the economic paradigm shifted, and then drawing parallels. So, it means that he thinks that crypto companies will not replace those companies, but will dethrone them by their marketcap positions. But I agree that this seems highly unlikely, aside from Coinbase there isn't even that much big crypto companies, and crypto is different from software, it doesn't need companies that make new crypto, it's just a medium of exchange.