Or actually mean free market when we talk about "free markets". That is, we should make it very clear that the market rules shouldn't change to benefit specific corporations.
Given that one of the defining characteristics of humanity is that we've been cultivating ecosystems for millenia, it's not that much of a stretch to say we're going to cultivate our own invented ecosystems for the betterment of the system. It's actually a stretch to say -- we're just going to throw all these actors into a system of shared responsibility, and they'll just work it out.
I'd argue they should change in response to challenges by new entrants, unless actually necessary to deliver some actually valuable benefit to the public.
Stopping corporate-driven regulatory change now just locks in the position of whoever got their regulatory capture done early.