[zo1]

It can occur in free, capitalist societies too. And not in the sense that they "restrict" like an omnipotent government, instead they discourage what is bad and promote what is good. E.g. we have private medical health care here in SA and one of the biggest providers offers all sorts of free goodies and incentives and discounts. They literally partner with stores to get you discounts and points on healthy food choices. Now, I know they also use this data for other purposes but they also happen to help the health of the market. If we can keep it up without having the profit motive distort the benefits too much then its a win win.