[polygamous_bat]

> in "free market" conditions, there should be players who can compete by not increasing prices

In a free market without regulation, the "rational" thing to do is to flood the market with fake "life saving drugs" and reap the (almost) infinite ROI.

In a less hyperbolic sense, the nature of "market" dictates we cut corners wherever possible. When it's a matter of life and death, the public chose to legislate which corners cannot be cut.