True intelligence is collaborating in raising prices, as everyone wins. An incumbent who refuses to participate can be forced out by systematically lowering prices until they go bankrupt. Always assume something with more power and money than you is going to take every step they can to bully and mess with you, because it has been obvious for a while it will. The whole "the market will fix it" argument is untrue in so, so many scenarios that it's not worth addressing beyond that.