Yeah good points - I definitely don't want to say that free market always results in perfect outcomes. n=1, Amazon does seem to be out-competed by Walmart in terms of customer support. If they still survive after awhile of this without improving their customer support, then the stubborn conclusion would be that people on average actually don't care so much about customer support! Or maybe more like people don't use customer support quality as a big factor for deciding which website to buy from (and that definitely might be a good reason to include some regulation. customer support is in peoples' best interest but they don't think about it so much)