Your first question is a misunderstanding of market cap. There's no room for subjective debate here. It's a question based upon a false premise regarding in-flow of USD.
I'm also a bit surprised about the first to market and Facebook examples. Facebook was most definitely NOT first to market.
The 'profit' comes from finding new ways to utilize the technology e.g. building Amazon.com. That's where the future money is but right now the money can be made by simply recognizing it as a unique and ground breaking concept and buying some BTC.
People will take the path of least resistance because high utility from a small amount of effort is how we make profit/money. Bitcoin2.0 would be hard to create, even with a significant amount of investment.
Where would you start? If you're the Google CEO and you want to start gCoin (a theoretical decentralised, P2P currency publicised by Google) - leaving aside all the political/social/legal entanglements that a blue chip would want to avoid - your best bet would be to take Bitcoin 1.0, make some minor improvements (hard to think what they'd be to be honest but let's assume you can make some) then repackage as gCoin (still decentralised BTW but with Google brand) and offer out 6.5 million gCoin with a $30 guarantee each. Essentially offer free money to the world! The money would likely be snapped up by those with no understanding of the currency who would be eager to cash out. But say it wasn't, let's assume the 6.5 million gCoins were bought by a group of techies/nerds who could see the potential, then the curreny might take off and a gCoin might be worth 1000 USD in future. Great! What's Google got out of this? Nothing. They were willing to act as guarantor to a fledgling currency that creates no profit for them.
RE: Mining - I personally don't touch mining. It's a hugely competitive and near perfect market so economics tell us that the profits will be low (not for an individual but for the market as a whole). In short, adjusting for the BTC price increase, bitcoin mining is low profit unless you have something that separates you from the crowd and for those few the profits are huge. So personally, I earn money in my business and buy a small BTC investment rather than mine.
I'm always a little bit surprised that people can't see how unique and interesting Bitcoin is. It's like watching the first email to be sent and then shrugging your shoulders and walking away. Very odd.