Truth is there can almost never be real competition on any market that isn't raw materials, because there's IP (not just copyright, but patents and trademarks as well) almost everywhere else.
That said, businesses absolutely hate this, which is why you see all kinds of methods being applied to uncommodify goods, or ensure they never become commodities in the first place. Exclusive licensing deals for media content is just one of the more egregious examples, but then there are all forms of soft bundling and integrations happening in physical space too.
Laundry detergent companies have actually been spending billions in ads over multiple decades to manipulate you into caring about it though.
> That said, businesses absolutely hate this, which is why you see all kinds of methods being applied to uncommodify goods
Exactly.
The free market is only for the plebs.
And this almost always comes with reduction in quality. A premium product gets watered down and Walmartified. Happens with cheeses or any other fancy foodstock.
Refusal of United States to recognize European geographical quality marks was one of the reasons why TTIP trade agreement failed (that together with United States wanting Europe to severely reform its legal base for the betterment of American corporations).