Thanks, so, to sum it up, the world is moving from ownership-based capitalism where you must own a shoe factory in order to manufacture shoes to everything is a service.

There is just one thing I don't fully understand. How comes a fraud did not start it earlier nor do they get outcompeted by a fraud?

Because I would expect that scenario. Businessmen, who understand the market, not smart science geek stuff, should notice the demand earlier. But not knowing how to satisfy it, they would just make up something, like market any random fruit bread as nutritionally complete.