Merit.

If you have a better product. A bigger corporate shouldn't be allowed to use its war chest to swing things in favor through buying out politicians, law or other such stuff.

While I agree with the second part, "Merit" isn't an unbiased descriptor. At the end of the day, deciding what criteria constitutes "Merit" and who has earned it is up to people. People with their own biases.

and who decides what is a better product and on what basis? a `better` product isn't always what a consumer wants - value for money is a thing.