It just feels like a truism. Absent a formal regulation oversight any market is free in these terms. Were not comparing Japanese gold plated apples and trader Joe floor dropping oranges with mould on, were looking for competition in the sense BMW competes with Mercedes and Lexus. Google is giving away some thing of huge value, which is highly reliable spam free email. They "charge" your privacy which is beyond price. If you seek equivalent functionality the software cost alone for the one I regard as comparable is 350 dollars which as a purchase amortised out is $10 a month over three years but I have to spend another $10 a month to host it, and I still have a single point of failure. So price wise fastmail may be enormously good value or expensive depending how you feel: there are not a heap of competent competitive alternates. Maybe five? Sure, that's a competitive market in Herfindahl Hirschman Index maybe? But in practice it's not far off a duopoly. Google or o365, fastmail or proton. It's a pair of competing entities not one market.