Google was definitely "exact same product, but better". It was a search box.

However, I think Anova would be a better direct counterpoint. They started in sous vide, replacing existing products that did the same thing but better. But now they are literally trying to replace ovens. That effort started after the Electrolux acquisition in 2017, but they do seem to be pretty successful. A friend of mine really likes their steam oven, and if I had more space in the kitchen, I would be tempted.