The law just needs to be: You can be the platform or you can be on the platform, but not both.
Enron was breaking this principle when their energy traders would call up a power plant they also owned and ask for an unscheduled outage. I don't remember if this was specifically illegal in this case, but I used to have to take an online class once a year to remind me not to share any non-public data with marketing in one such regulated industry and that there would be serious consequences if this rule was broken.
I am for these changes, just asking the question I honestly worry about.
You can own the infrastructure or you can provide the service, but not both.
For example, it’s taken for granted that most personal computing platforms have built in PDF viewers, but this wasn’t always the case and used to be a distinct product category (and still is to some extent). Similar for media players, some networking software, and spreadsheet apps.
Should Cloudflare be allowed to offer reverse CDN services for uploading content? Or would that unfairly compete with companies like Mux?
(Entertaining the notion that Mux is built on CF)
A digital infrastructure provider must sell a level of servicing for their products to be useable.
As a Costco shopper, I am also quite likely to grab the Kirkland brand instead of the competitor.
Most supermarkets, on the other hand, work with manufacturers that aren't name brands, and almost exclusively sell their store brand alongside name brand products.
While I don't know what makes Amazon's practices different from what supermarkets do, my assumption is that placing two products adjacent on a shelf is very different then highlighting and promoting the store brand above and ahead of the competition. The store brand doesn't appear exclusively in recommendations or ads or come with a "Preferred" badge. The store also doesn't use sales data to decide which products to make a store brand for, with the goal of overtaking the name brand.
Product branding has almost no relationship to which company actually made the product, consumers are intentionally blinded to this information. I would appreciate regulation requiring products to be branded with the factory that made it; I think this would be a huge win for both consumers and workers but it would be firmly counter to the interests of major brands with a lot of political influence. Also many consumers would probably oppose this against their own rational interests because they have personal attachments to brands.