No, you can create the transactions but let someone else transmit these to the network and do the PoW. This someone else is in effect a miner, who specializes in efficient PoW processing and charges fees for the electricity and the service. Still, this miner will burn less electricity than someone else that uses non-specialized hardware.
This specialization makes sense, as not everyone who wants to make a million or more transactions per day would want to also become a miner in order to perform the PoW required in an efficient way.
Yes, the more big player would use the IOTA - the more computing power will it attract - but this computing power will be centralized just like in Bitcoin or even more.