My point was that the examples above like WiFi and 5G are solved with highly integrated COTS modules, not small players designing their own radios.
The fact that there is a large market for end-user products does not translate into lots of design teams in a global sense. Much like there are lots of computer use cases but not that many CPU design teams you can really hire into.
If you are budget constrained then you just design your signal chain in discretes like everyone else.