Yes, but practice has taught us that it is an important part of any functioning market.
> the absolute last thing you want is fairness to your competition or fairness to your consumer.
I completely disagree with your assertion here. I want an advantage over my competition, sure.. but I still want it to be fair. An unfair market is a fickle and unreliable one. That's not good for anyone.
Further, if my consumer walks away from the deal feeling that it was unfair then I've really done myself a disservice in the long term. It's a reason why "Goodwill and Brand Awareness" are line items in the world of corporate accounting.
> Free Markets and Capitalism don't stand for anything.
They stand for the implicit agreement that we are all created equal.