The problem with people's basic understanding of free markets is that it is heavily simplified. We are looking at it from the perspective of 'what if human nature wasn't ever a problem, everyone was always perfectly rational, and everyone had all of the information they needed to make a rational decision'. Those criteria do not and have never existed, which is why the free market fails sometimes at doing some basic things.
Don't get me wrong, it is a great idea and it solves all sorts of problems and we should keep using it -- but don't come to the conclusion that because it all works out in the theory part, then if something in the real world is a certain way then we have to accept that it is efficient and inevitable.