An ordinary American internet user consents to countless pages of legalese in adhesion and other unread contracts (TOSs, privacy policies and so on) everyday day. These days, every website, piece of software, digital service or product comes with pages upon pages of contracts to which the user must consent to even walk in the door. Reading all of them is easily a full time job.
So, no one has coerced anyone into anything, just a bunch of consenting parties in theory.
In practice, getting consumers to throw away their rights and consent to stridently anti-competitive behavior by companies seems kind of easy.
Taken in the sense of an economy of mutual consent, "free market" is too low a bar to hop over. I can see why people don't think that the barebones style of "free market" is very free.