The same happened to image recognition. We have great algorithms for many years now. You can't make a company out of having the best image recognition algorithm, but you absolutely can make a company out of a device that spots defects in the paintjob in a car factory, or that spots concrete cracks in the tunnel segments used by a tunnel boring machine, or by building a wildlife camera that counts wildlife and exports that to a central website. All of them just fine-tune existing algorithms, but the value delivered is vastly different.
Or you can continue selling shovels. Still lots of expensive labeling services out there, to stay in the image-recognition parallel