I think it is, that's the "free market" key value, going as back as Adam Smith (e.g. "It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest.").
Nothing in the Adam Smith quote suggests compulsion. There is a very real difference between compelling someone to do something by threatening to throw them in prison, and leaving someone alone, and they deciding to do something out of self-interest.