@Evgeny Belenky, I get it.
Although Google acquired Looker, they also have the "Google Data Studio".
The same thing happened to Tableau who was acquired by Salesforce.
Previously, Salesforce had Einstein Analytics that recently changed its name to Tableau CRM. Therefore, they placed this tool in the market as a niche tool for marketing and sales data accessing the Salesforce database.
Amazon has QUICKSIGHT. This tool is not such a strong player in BI sector but Amazon is a big player in the market like Google and Microsoft and they have recently acquired NICE. So, in the years to come, major players will keep investing hard in BI and AI and pretty soon, platforms will embrace all aspects of a Self Service BI and AI tool.
ETL or Data Virtualization, Data Visualization, Machine Learning algorithms, Data storage, collaboration, natural language, etc, ... They are already doing this. Alteryx for instance emerged as an AI and ETL tool but it has improved a lot in terms of Data Visualization. Alteryx and tableau have always been partners but I have seen them more like competitors in recent years.