A lot of new businesses are going the Notion/Google Drive route for docs, tables and knowledge, plus Canva for presentations and more visual work. It's not the majority, but the market is there.
Plus Pages, Numbers and Keynote are free on Macs, minus the new paid features. I think it's a no brainer for new businesses
That might be true for tech startups, but many businesses (even "new" ones) go with Microsoft 365 as a default, especially outside of the west coast or NYC.