There are hundreds of people on this site that can begin creating a competing company/product line starting tomorrow if they care to.
It's exceptionally difficult, expensive, with a high risk of failure. And it'll properly take years of your life even if it fails. No small order for sure.
> Where are all of the businesses with values that put humans first?
A lot of them start out that way, while they're still founder owned/controlled. The enshittification is a market opening, if someone dares to pursue it.
(Not you and me, though, we have principles, right?)