Hey it's a 21st Century talkin' jazz battle [almost]!!
thelil kind of gets what the premise was intended to be, but times have certainly changed.
Sure to be leaving some out; back in the day, a musician could have an album put out on any number of MAJOR labels....Columbia, Verve, Blue Note (which is not as major as it one was, but may be the only one left), etc. and what was important support from multiple print outlets, which also went away.
Some interesting comebacks for sure.
The Next Big Thing today is probably a different model....word going out in jazzhead circles. Players like Malaby are highly respected, accomplished, and established musicians and don't fit any model. Miss Halverson probably had that distinction several years ago but has busted through (albeit in a more condensed community) with a rabid and enthusiastic fan base, myself included.
A great example given earlier is Josh Redman, who continues having a fabulous career and was definitely a mega_hyped young man going back what's probably close to 20 years ago.