How so? There’s Kemper, Fractal, Line 6 and Neural for hardware. Then there are a million Chinese brands that probably ripped off code and stuck it in cheap shit modelers. Then there’s Headrush, using 15 year old shit.
You must be ignoring stuff you don't like, LOL. Boss, Headrush, St. Rock, IK Multimedia, Atomic is supposedly being resurrected as per this thread, Zoom might still exist for all I know; and like it or not those zillion Chinese brands fill a useful gap in the price range...
Scary part is those cheapo units actually do not suck that bad anymore, either... They're pretty good value and in some cases are starting to compete favorably (and are upping the asking price (ex compare Ampero II Stomp vs L6 HX Stomp; I would probably take the former if buying today)).
All of the big players all have a zillion amp models that include a lot of similar/common core amps and cannot really be told apart in blind tests (see
@GuitarJon 's YT channel for reference,
). They all have massive FX libraries, etc...
I do not feel like anyone is hurting for choice, TBH; and it is getting to the point where the ability to differentiate is difficult. If everything sounds great, has the same models, has the same FX, has similar I/O, switching, IR technology, copied UI from Helix, etc, it all comes down to other factors which are pretty slim. It's becoming more of a commodity over time.
IMHO.