Companies don't have to be told to improve, either, not when their competitors are improving and eating market space. At least, that's how it works in theory. A lot of industries have turned into demilitarized zones, both sides opposed but neither making a move. Telecom is the best example of how bad this gets.
The telcos have stalled residential broadband for decades, leaving most of the US stuck with early 2000s-level cable modems or DSL. None of them will make a move.
So what happened? https://fiber.google.com/about/
And yet even telecoms have invested huge swaths of capital to get us to 3G then LTE.
This lack of competition leads to a sort of mini-monopoly, meaning that they basically have no reason to not jack up prices.
That is, until Google comes along and kicks them out, as another comment points out.
https://www.techdirt.com/articles/20131012/02124724852/decad...
The non-market solutions would be something like these:
1 - Price controls
2 - Government approval of business ideas
3 - Rationing non-essentials
4 - Licensing engineers
except to define property rights and enforce them, which is kind of significant 'intervention'.
I feel like I should just make this my email/social media signature since I say it so often:
A perfect requires these things:
- Perfect market information
- No participant with market power to set prices
- Non intervention by governments
- No barriers to entry or exit
- Equal access to factors of production
- Profit maximization
- No externalities
The less you have those, the less efficient your market is. "Free markets" aren't these magical things that arise on their own in nature. They are carefully crafted and maintained artificial environments and most are far from efficient.
Market forces are not a silver bullet that will solve all problems if we just sit around and wait long enough for the invisible hand to do everything.