Yes, I agree, and expect people, companies or whatever to act in their own self-interest, so no implication it is rigged because it may be self-serving. However, I am more suspicious of the study, and studies in general after the recent wave that uncovered an epidemic of unsound statistical methods being used in studies across multiple disciplines. Unfortunately, I am not proficient enough in statistics to vet these things out for myself most of the time, so I remain skeptical, and similarly cliche with the Edgar Allen Poe quote:
“You are young yet, my friend,” replied my host, “but the time will arrive when you will learn to judge for yourself of what is going on in the world, without trusting to the gossip of others. Believe nothing you hear, and only one half that you see."