A true free market relies on open, fair competition. In order to achieve this, an informed consumer is required. They must be fully aware of the choices they have at their disposal and how much they cost, so they can properly weigh their options.

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At that point, the market gets to work determining what is the most efficient, cost-effective solution to any given problem. Once that happens, competitors adjust and companies begin to create better products for consumers. This is the beauty of the free market. There is always a desire to be better.