Breaking up monopolies that already exist is only one of its purposes and tools. It is also there to prevent mergers that will be detrimental to the public.
Past a certain (very low) scale threshold, this should be assumed to be "almost all of them". Rather than the government having to prove that a merger would be detrimental, the companies wanting to merge should be required to prove that the merger would be beneficial to the public in long-term ways that do not require specific (and easily breakable) "commitments" on their part to do things like keep prices low.
If we want quality, customer service, decent prices, or anything like them to come back, we need to restore real antitrust, not the morally-and-intellectually-bankrupt Chicago School bullshit that's been pushed on us for decades, benefiting only the already-wealthy.
The other side of this is that consumers don't have the information required to properly differentiate between competitors. If I'm shopping for a new TV I have no idea where or how it is made which is why so many people default to brand names as very rough proxies for quality. That information asymmetry is exactly what websites like this are trying to combat, but it's clearly an uphill struggle.
I think one of the big ones is rent. Suuuure you can just take some months to invent a product, but if you start with a $3000 loss per month, that's a high bar to clear.
Another one is lack of pressure. The person who invented the TV was surely thinking about how much money he would make or how much he would change society. But now there are so many TVs for under $500, what would I really add by making a new one that wouldn't have been optimized and battle-hardened and would be otherwise identical to all the others? (From the reverse side too, why would I buy a $1000 TV identical to a $500 one? Market for lemons. Fairphone's in this position.)
This is a question of access to capital. Since we're all on the VC site we should understand how that works; for things like that it's very important to get "angel" investors who are comfortable putting in less-than-six-figures to get a product to the stage where it is proven for bigger investors.
I'm glad that everyone's quoting Market for Lemons now, but it doesn't quite apply to Fairphone. Fairphone aren't trying to cheat you, there's no information asymmetry here; they're just providing a feature ("fairness") which you can't easily get elsewhere and that turns out to be really expensive.
At the other end of the "market entry" problem: this is why RAM is so expensive right now, you can't just spin up a new DRAM line in your garage even if you're Sam Zeeloof.
(Explaining the joke: Finnish CEO of Nokia, responsible for the Symbian operating system)
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