Where do you think the creators will get this money from? Look at existing ones, they are cash strapped as they are, paying a million to get an app over beyond their budget, let alone 10 million

Investors. Trying to become a new competitor in an established industry often takes a large amount of capital. If you tried to create a business to compete in another industry, you'd also need to find investors or other forms of financing if you are cash strapped.