I think that there is plenty of opportunity for companies to build value on top of Dapps in a way which takes advantage of network effects or transactional roles within the Dapp ecosystem. In the case where the Dapp alone provides all the value that any user would need, then yes, a company is subject to forking or a race to the bottom in terms of pricing...but if the Dapp provides the protocol that the world benefits from in an open matter, and the company provides the valuable services on top in terms of discovery, user acquisition, distribution, reducing transactional friction, and value add services like indexing, search, etc then they get to capitalize on the open benefits while still being rewarded for their service and commitment. And in cases where the app token model makes sense, they may not even need to go beyond the protocol level in order to benefit from the growth of the dapp network.