That's not how it works. In a truly free marketplace, eventually one, two or three winners would emerge over time and they would have an order of magnitude more capital than the rest of the players. Using that capital they can be light years ahead in terms of capabilities due to compounding effect which allows them to make some uncomfortable changes (like tracking or enforcing sister products or building walled gardens) while continue to maintain monopoly. A switch is available to customers in theory but can never be exercised without significant loss in terms of experience and/or direct money for the customer. In other words, no truly free market is actually healthy from this perspective. This is a mathematically provable by modelling events as pure random chances and players starting all equally. Eventually system will evolve to have handful of players accumulating exponential gains and resources enforcing Pareto's principle.