How Can Tech Startups Compete In Deep Learning?

How can startups compete in Deep Learning when the tech giants (Google, Amazon, Baidu, Microsoft, Apple) have so much more data? There is this narrative out there that it is "all about the data," "whoever has the most data wins…" I may have subscribed to that theory in the past but I now think it is largely wrong, and may have been perpetuated by the big companies to tout their advantage. Deep Learning tools and frameworks are so nascent, and the skill set so rare, that meaningfully better algorithms are possible, and make a huge difference. For example, I believe Blue Hexagon has those. When there are literally 100's of thousands of new malware variants PER DAY, it just makes sense that IF you could get neural networks to analyze the traffic, at line speed, it would be order of magnitude better than the current signature and sandbox based approaches.