> Even a large order won't "move" the market by itself
Certainly, the market moves when two parties agree on a price, so one order doesn't move the market by itself; however, a large order in combination with normal market behaviors will result in the market moving higher.
When you buy the book, the market makers are going to replace their sell limit orders at higher prices. If you have a lot more shares to buy, you're going to buy out those too. If you've done a fair bit of buying this way, and market makers had been selling short, they're going to want to buy to cover, which adds to or sustains the price increase.
This price movement isn't great for the institution or the market makers.
Market makers would rather trade against retail investors -- they don't make a lot of large trades, so they don't move the markets very much, and there's not the same risk of getting run over.
Institutional investors would rather trade in ways they can get a fair price without influencing the price -- if they can find counterparties to trade with on a volume weighted average price basis, they prefer that -- or they try to structure their orders to avoid hitting the market all at once.