Being pro-free-market is against the interests of incumbents, and if in fact an incumbent was pro-free-market regardless then that is laudable. Incumbents are protected by regulations.

There is a lot to dislike about the Daily Mail I'm sure (I don't read it). But you aren't catching them in a moment of hypocrisy here. Everyone hates losing, doesn't mean they are wrong about what the rules of the game should be.