​How do small brands even grow if a bigger brand can just copy it at any time?

Something I’ve wondered. What if you have a really good idea for a website or an online game.

You could make it yourself (though at a relatively rudimentary level because you’re just a one man army). But then if you do make it and put it out there, couldn’t a bigger studio just immediately seize on your idea, make that product 100x more lavish than your version (with their giant developer team) and then use their existing user base to funnel them into their new platform?

And then your idea is gone. There’s no point in even pushing it now because everyone who would have used it is now on the other platform.