Large companies have known for a long time that your dataset is more important than your algorithms.
Data is facts and algorithms are basically opinions of the developer. A smarter developer may have more correct opinions on how data is related, but it will always be skewed by the limited perspective of the developer.
slightly off-topic, but relevant for the future of this technology.
I love Sci-Fi novels such as Peter Hamilton's "Reality Dysfunction" where an AI does the function of all local and central government in a habitat for no personal gain and every single person is connected to it real time on a personal basis.
The day we can move from the slimy self preserving low-life which seems to inhabit this space now will be a better day for everyone.
About as close as we are to having election laws changed in the U.S. so that a third-party candidate would actually have a chance -- not close at all. The existence of a better/fairer alternative is irrelevant if the "slimy self preserving low-lifes" have enough power to keep themselves in power.
Or
What you think is sophisticated, isn't.
How would you demonstrate which it is?