Yes it's simple in dreams and an economic theory stuck in an era where a potato is a potato and it doesn't matter much whose potato you buy. Unfortunately the free market tends to be a race to the bottom, for complicated reasons. The market is also not effective nor is it rational, nor is it good at displacing entrenched players and natural monopolies, least of all ones that don't give a crap about ethics. It's not effective against deliberate lock-in and network effects, nor against externalities and exploitation. It's not effective where effect requires individual sacrifice multiplied by millions.

If free market were effective, we wouldn't have needed labour laws to keep people from dying in factories where they work 16 hours a day, we wouldn't need laws to make vehicles safe, we wouldn't be desperately looking for agreements to curb pollution and climate change, we wouldn't need laws to protect minorities against discrimination.. hell, I don't think we'd need laws at all because everyone would just rationally and effectively choose good actors & displace bad actors.

It's a nice fantasy, but it's not one we live in.