That's the ultimate point, though. The reason why anti-competitive laws exist. The reason we like free markets on a societal level is that competition - where it happens - keeps the prices down, and prevents a single entity from having too much control over people (via prices and availability). We benefit from entrepreneurs playing the game, not winning the game. A total success on the market is a disaster for society (imagine e.g. Walmart being the only grocery store, or fully vertically integrated Unilever controlling food production).