What has changed over the last 4 years is market share of traffic on the Web. It looks like nothing has changed, but GOOG and FB now have direct influence over 70%+ of internet traffic. Mobile internet traffic is now the majority of traffic worldwide and in Latin America alone, GOOG and FB services have had 60% of mobile traffic in 2015, growing to 70% by the end of 2016. The remaining 30% of traffic is shared among all other mobile apps and websites. Mobile devices are primarily used for accessing GOOG and FB networks.
Similarly, while AMZN’s business still relies on traffic to their desktop web portal (accounting for 33% of sales), a large portion (25%) of their sales happen through mobile apps, not to mention Amazon Echo. Like Google Home, Amazon Echo bypasses the Web and uses the internet just for communication between cloud and end user. In these new non-web contexts, tech giants have more authority over data traffic. They can even directly block each other, like GOOG recently cut support for YouTube traffic in Amazon Echo devices.