The free market is a farce, a charade designed to keep us thinking that all is well. In the UK there are hundreds of washing powder and soap brands, for instance, they are all in 'competition' - even so far as to denigrating their competitors products. In reality all these brands are owned by subsidiaries of just 2 companies. Security companies in Europe, there are hundreds of them just in London. However, all the real ones are wholly owned subsidiaries of just 3 companies.
Next contract comes along and they let the previous 'loser' win a contract.
It's all decided in closed session and the client is completely unaware that he had been 'fixed' by non-existent 'competitors'. Cartels and Monopolies do not operate in a free-market, although they like to give the impression that they do.