I think that Bitcoin has a huge head-start that will allow it to crush any future alternative chains.
Let's take your example of Amazon or Google starting over and using "hundreds of thousands of dollars" to create "better infrastructure instantly." No matter how much money Amazon or Google pour into their new chain, as long as they control over half the network their currency will be untrusted by anybody. It isn't a matter of how much money they have, it's a matter of how they can get people to start using their currency and trust that the clients Amazon/Google/etc provides aren't wired to cheat the system.
I think that this alone will keep Bitcoin safe from commercial competitors. A viable alternative chain must not be controlled by anybody for anybody to use it, and not only is it difficult for the commercial entity to give up control, why would they want to? Once the chain isn't their anymore, why not just use Bitcoins?