"Free market" doesn't mean consumer rights go for toss. "Free market" also means a level playing field for everyone, which is why we have things like standardisation (e.g. USB-C) to make it easier for other businesses to compete. A monopoly or duopoly is not a "free market". Once a monopoly or duopoly emerges, it becomes an artificial moat to prevent competition and as "free market" has ceased to exist in such a situation, it is incumbent to change the rules to make sure a "free market" exists again and competition can thrive. (And ofcourse, all this has to be done without ignoring the rights of other stakeholders in the society).