Sure you need special equipment to terminate, and you could hire someone to do it in a few hours after you have put the wires in the wall. Intuitively I would imagine that it costs less than the hundreds of meters of expensive wire you would have to buy for a house wired with Cat7 ...

Slightly related question. At what point is it easier or cheaper to lay fiber throughout your home, rather than CAT with higher and higher insulation?

Is there a more reputable source to confirm this?

It seems that there are so many small companies in this space, but not one bog player emerging. Why is that?