[mtlmtlmtlmtl]

Right.

Crucially, these models don't actually state that the companies that do the best job will win out, but that the most profitable ones do.

The problem arises when screwing over the user is more profitable than doing it properly.

That's why the tech industry is so ethically corrupt today. There's very little regulation to make dark patterns and sloppy security practices more costly than they are profitable.