I think all the big companies would like to have their own crypto however I feel bitcoin and litecoin are more proven. Lets say amazon build a erc20 token off ETH, we haven't seen an erc token have the ability to scale any higher than where ETH currently stands. Which is not ideal. As it sits for at least another year, what we have is proven scalability in the litecoin segwit and lightning network, however only time will tell :D enjoy the feedback thank you