The issue here is inertia, not gravity
Ultimately this problem is one of data mobility, caused by inertia. Moving large amounts of data around is still hard because of the speed of light. We can't instantly make data accessible in multiple places without some kinds of trade-off. Many trade-off's exist - have multiple copies if you don't care about consistency, for example.
Current thinking (including the idea of data gravity) assumes that data and storage are the same thing. In fact, we can separate the two. Metadata tells us what we think we have. Storage lets us actually access it. If we work on metadata until we need to access the actual data, we can make it appear that our data has no inertia and exists everywhere. This is the startup opportunity described.